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.