Attribution Modelling

The process of assigning credit for a conversion to the various marketing touchpoints a customer encountered before purchasing. Common models include last click, first click, linear, and data driven attribution.

Without attribution, founders cannot know which channels are actually driving revenue. Last click attribution often credits the final touchpoint while ignoring the social content, email, or podcast that first created intent.

A customer sees your TikTok, searches your brand name on Google, clicks a Google ad, and buys. Last click attribution gives Google 100% of the credit. First click gives TikTok 100%. Linear splits credit evenly across all three. Each model leads to different budget decisions.