Attribution Models

Summary

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.

• 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.