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Digital Attribution Models Explained

Attribution model is the rule, or set of rules, that determines the % of credit for digital

conversions is assigned to touchpoints in the paths to purchase.

Example: A customer sees your ad on Facebook clicks and interacts with your website but

doesn't buy. The following day the customer searches your business on Google, clicks on your

ad and buy from your website. Where do you assign credit Facebook or Google?

You can use the Model Comparison Tool to compare how different attribution models impact

the valuation of your marketing channels.

Conversion Values (and the number of conversions) for each marketing channels will vary

according to the attribution model used. A channel that predominantly initiates conversion

paths will have a higher Conversion Value according to the First Interaction attribution model

than it would according to the Last Interaction attribution model.