Marketing Metrics & Performance
Attribution Model
The set of rules that determines how credit for a conversion is assigned across the multiple touchpoints — ads, organic search, AI citations, email — a customer interacts with before converting. Choosing the right attribution model affects which channels appear to be "working" and where budget gets allocated.
Why it matters
Get the model wrong and you can end up cutting budget from the channel that actually started the sale, just because it wasn't the last thing clicked.
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