Definition
Attribution Modeling
Attribution modeling is the process of determining which marketing touchpoints get credit for a conversion when a customer interacts with multiple channels before buying.
A customer might see a paid social ad, later click a search ad, and finally convert after an email — attribution modeling decides how much credit each touchpoint gets. Common models include last-click (all credit to the final touchpoint), first-click, and multi-touch models that distribute credit across the whole journey. Choosing the wrong model can make some channels look far more or less effective than they actually are.
