Attribution Model.

An attribution model defines how credit for a conversion is distributed across the touchpoints a user interacted with before converting. A customer might read a blog post (organic search), click a retargeting ad (paid social), receive a nurture email (email), and then convert via a direct visit. Different attribution models credit these touchpoints very differently—which affects how marketing spend is evaluated and allocated.

Common Attribution Models

First-Click Attribution: 100% credit to the first touchpoint (inflates the value of top-of-funnel channels like organic and social). Last-Click Attribution: 100% credit to the final touchpoint before conversion (inflates the value of brand search and direct). Linear Attribution: equal credit across all touchpoints. Time Decay: more credit to touchpoints closer to conversion. Position-Based (U-shaped): 40% to first and last touch, 20% distributed to middle touchpoints. Data-Driven Attribution (GA4): uses machine learning to assign credit based on actual conversion patterns.

Choosing the Right Attribution Model

No single attribution model is universally correct—the right choice depends on business model, sales cycle length, and how the model will be used to inform decisions. B2B businesses with long, multi-touch sales cycles often prefer linear or position-based models. E-commerce businesses with short cycles may use last-click for direct conversion optimisation and data-driven for broader analysis. The most important thing is using the same model consistently for comparisons.