Attribution Model

Attribution models: how credit gets assigned

An attribution model defines how conversion credit is distributed across touchpoints (ads, emails, organic visits, referrals). Different models tell different “stories” about performance - which is why the same data can produce opposite conclusions if you’re not careful.

Common models

• Last click: gives credit to the final interaction (often overvalues brand search).
• First click: credits discovery channels (often undervalues conversion channels).
• Position-based: splits credit across first and last with some in the middle.
• Data-driven: estimates incremental impact based on observed patterns (where available).

How to use attribution responsibly

• Pair attribution with experiments (geo tests, holdouts) when stakes are high.
• Track assisted conversions and blended ROI, not just last-click ROAS.
• Align reporting to the business reality: margin, capacity, and payback period.

Attribution is a model, not the truth. It’s most useful when it helps you make better decisions - not when it becomes a scoreboard for channel teams.