Attribution Modeling

Attribution modeling answers a hard question: which marketing touches actually drove the sale? Buyers rarely convert on first contact — they see an ad, read a blog, open an email, then return weeks later. Attribution models distribute credit across those touchpoints. First-touch credits the introducer, last-touch credits the closer, and multi-touch models like linear, time-decay, and data-driven spread credit more realistically.

Choosing a model shapes where you invest. Last-touch alone undervalues the top-of-funnel content that started the journey; multi-touch reveals the true contribution of each channel. As privacy changes erode tracking, marketers increasingly blend modeled attribution with incrementality testing. The goal is the same: stop guessing which channels earn their budget and double down on what genuinely produces revenue.