Attribution Models Explained: Choosing the Right Model in 2025

What is Attribution?

Attribution determines which marketing touchpoints get credit for conversions. In a world where customers interact with 6+ channels before buying, attribution is crucial.

Types of Attribution Models

Rule-Based Models

Last Click: 100% credit to final touchpoint

• Pros: Simple, widely supported
• Cons: Ignores upper-funnel

First Click: 100% credit to first touchpoint

• Pros: Values discovery
• Cons: Ignores conversion drivers

Linear: Equal credit to all touchpoints

• Pros: Acknowledges full journey
• Cons: Not all touches are equal

Time Decay: More credit to recent touches

• Pros: Balances recency
• Cons: May undervalue awareness

Position-Based: 40/20/40 split

• Pros: Values start and end
• Cons: Arbitrary weighting

Data-Driven Attribution

Uses ML to assign credit based on actual conversion impact:

• Analyzes all conversion paths
• Learns from your specific data
• Updates as patterns change

Choosing the Right Model

Business Type	Recommended Model

Short sales cycle	Last Click
Brand-heavy	Position-Based
Complex B2B	Data-Driven
DTC E-commerce	Data-Driven

Implementation Best Practices

Ensure complete tracking

Set appropriate lookback windows

Compare models to understand differences

Use for directional insights, not absolute truth

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