Stop 08 · Marketing Analytics & DataTopics · 4/11
Attribution Models
Part of the Digital Marketing Roadmap
In short
Different rules for deciding which touchpoint gets credit for a conversion — last-click gives all credit to the final touch, first-click to the first, and multi-touch models split credit across the whole journey.
How to learn this
- 1Compare how last-click and first-click attribution would credit the same hypothetical customer journey differently.
- 2Learn why relying solely on last-click can undervalue upper-funnel channels like content and social.
- 3Understand there's no single 'correct' model — the choice should match your business's typical journey.
More topics at this stop
Google Analytics 4 (GA4) FundamentalsUTM Parameters & Campaign TrackingMarketing Funnels & Conversion TrackingMarketing KPIs & MetricsDashboards for Marketing (Looker Studio)Cohort Analysis for MarketingCustomer Acquisition Cost (CAC)Customer Lifetime Value (LTV)ROAS & ROI CalculationBasic SQL for Marketers
Stuck on this topic? Ask an Insider
Get 1:1 guidance from people who've walked this exact path — on the InsideEdge app.
