Chapter 3: Attribution Modeling
Chapter 3 of 15
Chapter 3: Attribution Modeling
3.1 Attribution Models
Attribution models determine credit for conversions.
Common Models:
- First-touch - Credit to first interaction
- Last-touch - Credit to last interaction
- Linear - Equal credit to all touchpoints
- Time-decay - More credit to recent touchpoints
- Data-driven - Algorithm-based attribution
3.2 Choosing Attribution Models
Select models based on business goals and customer journey.