Analytics
Attribution Model
An attribution model is a framework that determines how credit for conversions is assigned to different marketing touchpoints in the customer journey. It helps marketers understand which channels and campaigns drive the most value.
Examples
A company switches from last-click to multi-touch attribution and discovers that social media plays a larger role in conversions than previously thought.
Best Practices
Compare multiple attribution models to get a well-rounded view of channel performance before making major budget decisions.