Attribution Mode
Breaks down frameworks for assigning conversion credit across marketing channels and touchpoints in the customer journey.
Attribution Model: Assigning Conversion Credit Across Channels and Touchpoints
What Is an Attribution Model?
An attribution model is a set of rules for deciding which marketing channels and touchpoints get credit for a conversion, such as a signup, demo request, or purchase. It answers the question, “Which touchpoints deserve credit for this outcome, and how much?”
Common Model Types
Popular models include last-touch, first-touch, linear, time-decay, U-shaped, and data-driven attribution. Each model emphasizes different parts of the journey, from early awareness touches to final conversion triggers, and will tell a slightly different story about channel performance.
Why Attribution Matters
Attribution shapes budget decisions and optimization efforts. If you overcredit bottom-funnel channels, you may underinvest in awareness. Choosing and consistently applying a sensible model, or using a data-driven approach, helps teams see the real impact of each touchpoint and invest accordingly.