Attribution Model
Framework assigning credit to touchpoints that contributed to a conversion
Definition
An attribution model is a framework that determines how credit for conversions (sales, signups, etc.) is assigned to different marketing touchpoints in a customer's journey. Common models include: First-Touch (100% credit to first interaction), Last-Touch (100% credit to final interaction before conversion), Linear (equal credit to all touchpoints), Time-Decay (more credit to recent touchpoints), and Multi-Touch (data-driven weighting). The model choice significantly impacts how marketing performance is measured and how budget is allocated across channels.
Real-World Example
A customer discovers a SaaS product through a Google Ad (touchpoint 1), reads a blog post (touchpoint 2), attends a webinar (touchpoint 3), and converts after clicking an email (touchpoint 4). First-touch attributes 100% to Google Ads, last-touch gives 100% to email, while linear gives each touchpoint 25% credit.
Related Terms
Customer Journey
Marketing FundamentalsComplete path a customer takes from awareness to purchase and beyond
Marketing ROI (Return on Investment)
Analytics & MetricsMeasure of revenue generated compared to marketing spend
Ready to implement Attribution Model?
Book a free strategy session to discuss how to apply this concept to your business.
Book Free Session →