Attribution Model
The rule set deciding which marketing touchpoint gets credit for a sale when a customer interacted with several before buying.
In practice
A first-touch model credits whatever channel first brought a customer in; last-touch credits whatever closed the sale; multi-touch models split credit across the whole journey - the choice can dramatically change which channels look like they're "working" in a report.
A customer sees a social ad, later clicks a retargeting ad, then buys after a branded search - a last-touch model gives all the credit to search, while a multi-touch model splits it across all three.
Why it matters
The choice of attribution model can make the exact same customer journey look completely different in a report, which is why marketing teams sometimes disagree about which channel deserves budget.
Worth knowing
- First-touch, last-touch, linear, and time-decay are among the most common model types.
- Multi-touch models generally give a more realistic picture for longer, multi-channel journeys.
- No single model is objectively correct - the right choice depends on the decision it informs.
Start the conversation
Let's talk it through
Tell us where things stand with putting attribution model into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
