An attribution model is a set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.


Attribution model is a framework or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. In simpler terms, it is a method used in analytics to understand and assign credit to the various channels that have led a potential customer to your site for conversion. The model helps in understanding the customer journey and in turn helps in optimizing the marketing strategy.

Usage and Context

The use of attribution models is most prevalent in digital marketing. Marketers use these models to measure the effectiveness of their campaigns across various channels. For instance, if a customer discovered your website through a Google search, clicked on a Facebook ad a week later, and finally made a purchase after receiving an email, the attribution model would help determine which of these touchpoints receives credit for the final sale. Different models assign credit differently. For example, the first touch attribution model would give all credit to the Google search, while the linear model would distribute the credit evenly across all touchpoints.


What are the types of Attribution Models?

There are several types of attribution models including first touch, last touch, linear, time decay, and position based models. Each model has its pros and cons and is used based on the specific needs of the business.

How does an Attribution Model benefit my business?

An attribution model helps you understand which marketing channels are most effective in driving conversions. This allows you to optimize your marketing budget and strategy by investing more in the most effective channels.

Related Software

Some of the popular software that provide attribution modeling include Google Analytics, Adobe Analytics, and Bizible.


The benefits of using an attribution model include a better understanding of the customer journey, improved return on investment, and the ability to make more informed marketing decisions.


In conclusion, an attribution model is an essential tool for any digital marketer. It provides valuable insights into the customer journey and helps optimize marketing strategies for better results.

Related Terms

Conversion Path

A conversion path is a sequence of events a website visitor takes to complete a desired action. Understanding this path can help optimize a website for conversions.

Customer Touchpoint Analysis

Customer Touchpoint Analysis is a method used by businesses to evaluate and understand every interaction point between a business and its customers.

Digital Marketing

Digital marketing refers to advertising delivered through digital channels. It's crucial for businesses to reach a wider audience and improve their branding.

Digital Marketing Analyst

A Digital Marketing Analyst is a professional who analyzes data from digital channels to optimize marketing efforts.

Digital Marketing Coordinator

A Digital Marketing Coordinator is a professional who manages and implements a company's digital marketing strategy, increasing brand visibility and sales.

Digital Marketing Executive

A Digital Marketing Executive is a professional who manages a company's online marketing strategies, including SEO, social media, email marketing, and online advertising.

Digital Marketing Manager

A Digital Marketing Manager is a professional who manages and oversees the online marketing strategy for a company. They play a crucial role in enhancing the company's online presence.

Digital Marketing Strategist

A Digital Marketing Strategist is a professional who designs and implements online marketing strategies to improve a business's online visibility and customer engagement.

Digital Marketing Strategy

A Digital Marketing Strategy is a plan that outlines how a business will achieve its marketing goals through online channels.

GA (Google Analytics)

Google Analytics is a free web analytics tool by Google that tracks and reports website traffic, providing valuable insights for businesses.

Google Analytics

Google Analytics is a free web analytics tool by Google that provides insights into website traffic and performance.
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  • epayco
  • appinstitute
  • paykickstart
  • nibol
  • njlitics
  • paymo
  • tedx
  • startupgeeks
  • tweethunter