Attribution Model
01 Definition
Attribution Model meaning: A rule set that decides how conversion credit is shared across marketing touchpoints.
An attribution model is a rule or algorithm that assigns credit for a conversion to the interactions that preceded it. Common models include last click, first click, linear, and data-driven. The chosen model shapes which channels look valuable and can change budget decisions.
Why it matters
How Attribution Model fits the work
The model you pick changes which channels look successful, so it directly influences how budget and effort get allocated.
In context
Switching from last click to a data-driven attribution model, a team credits more conversions to top-of-funnel content and shifts budget toward it.
Practical note
No model is objectively correct. Compare several views, and treat last click as a floor, since it ignores earlier touches that started the journey.