WHERE MY MONEY WENT
WHERE MY MONEY WENT
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Analytics

Attribution Modeling

The process of determining which marketing touchpoints contributed to a conversion and assigning credit to each.

What is Attribution Modeling?

Attribution modeling is a framework for analyzing which touchpoints, or marketing channels, receive credit for a conversion at the end of the customer journey.

In a simple world, a customer would click one ad and buy. In reality, they might click a Facebook ad, read a blog post, click a retargeting ad, and then finally buy. Attribution modeling helps you decide how much "credit" each of those interactions deserves.

Why is it Important?

Without attribution modeling, marketers often overvalue the channels that happen last (like branded search) and undervalue the channels that introduce customers to the brand (like social media or content marketing).

Common Models

  1. Last Click: 100% credit to the last interaction.
  2. First Click: 100% credit to the first interaction.
  3. Linear: Equal credit to all interactions.
  4. Time Decay: More credit to interactions closer to the conversion.
  5. Position Based (U-Shaped): 40% to first, 40% to last, 20% distributed.