Attribution models describe how credit for a conversion is distributed across the touchpoints that influenced it. Common models include first-touch, last-touch, linear, time-decay, and data-driven.
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- App Tracking Transparency
- Attribution Window
- Branded vs Non-Branded Search
- CAC
- Conversion Lift
- Conversion Rate
- Conversions API
- CPA
- Customer Data Platform
- Data-Driven Attribution
- Earned Media Value
- Engagement Rate
- First-Party Data
- Geo Lift Testing
- Headless Commerce
- Holdout Test
- Identity Resolution
- Incremental ROAS
- Incrementality
- Last-Click Attribution
- Lookback Window
- LTV (Lifetime Value)
- Marketing Mix Modeling
- Multi-Touch Attribution
- Omnichannel
- Post-Purchase Survey
- Retail Media
- Retargeting
- ROAS
- Server-Side Tagging
- Time-Decay Attribution
- UTM Parameters
- View-Through Conversion