An attribution model is a framework for analyzing which touchpoints or marketing channels get credit for a conversion in the customers journey. Attribution modeling is a key component of mobile measurement and marketing attribution, and it allows marketers to assign credit to various marketing channels or touchpoints that have contributed to a conversion. Attribution models can give marketers a better understanding of how their ads perform and can help them optimize across conversion journeys. There are several types of attribution models, including:
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First-click attribution: This model awards credit to the first point of contact a user has with a campaign. This single-touch attribution model is based on the assumption that the first touchpoint played the most important role in influencing the users decision to convert.
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Last-click attribution: This model gives all the credit for the conversion to the last channel or touchpoint that was interacted with by the customer.
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Linear attribution: This model gives equal credit to all channels and touchpoints that a customer interacted with throughout the buyer’s journey.
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Time Decay attribution: This model gives the most credit to the touchpoints closest in time to the sale or conversion.
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Position Based attribution: This model gives the most credit to the first and last touchpoints, and distributes the remaining credit equally among the touchpoints in between.
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Data-Driven attribution: This model uses machine learning algorithms to assign credit based on how each touchpoint changes the estimated conversion probability.
By using attribution models, marketers can optimize their marketing strategies and allocate resources more effectively to achieve their desired outcomes. Attribution modeling is also important for mobile marketers to understand which marketing campaigns or tactics were most effective in driving user engagement, retention, and revenue.
