What is an attribution model?
Posted: Tue Jan 07, 2025 5:32 am
A thought experiment to start with: A user buys a pair of shoes in your online shop. You have placed Facebook Ads, Pinterest Ads and Google Ads to promote the product. How do you assess the performance of each channel? Each channel is used by the interested party for a different decision-making step. For example, inspiration comes from a Facebook ad. Product images are then looked at on Pinterest and hard facts are researched on Google, such as a price comparison. Difficult, isn't it? This is where attribution models come into play.
An attribution model is used in marketing (specifically performance marketing) for data analysis. A specific value is assigned to each marketing channel along the customer journey. This indonesia whatsapp phone number is because customers usually carry out several actions on the way to conversion (such as purchase) before they finally decide to do so. An attribution model therefore helps to decide which channels are most relevant to the overall result. This allows human and monetary resources to be used in a targeted manner.
The attribution models in comparison
In order to quantify the value of a marketing channel, you first need to decide on an attribution model. Below we explain the different attribution models:
Last-click attribution : Here, the entire value of the conversion is attributed to the last marketing channel used (by the interested party).
An attribution model is used in marketing (specifically performance marketing) for data analysis. A specific value is assigned to each marketing channel along the customer journey. This indonesia whatsapp phone number is because customers usually carry out several actions on the way to conversion (such as purchase) before they finally decide to do so. An attribution model therefore helps to decide which channels are most relevant to the overall result. This allows human and monetary resources to be used in a targeted manner.
The attribution models in comparison
In order to quantify the value of a marketing channel, you first need to decide on an attribution model. Below we explain the different attribution models:
Last-click attribution : Here, the entire value of the conversion is attributed to the last marketing channel used (by the interested party).