Attribution Model

An attribution model is a method used to determine how different marketing channels or touchpoints contribute to a customer's decision to make a purchase or take a desired action. It helps businesses understand which activities, such as social media, email, or search ads, played a significant role in guiding customers along their journey. By assigning value to each touchpoint, companies can optimize their marketing strategies for better results, ensuring they invest in the channels that are most effective in driving conversions.