An attribution model is what you use to, as the word says, attribute conversions to a campaign, i.e., give credit where credit is due.
When it comes to measuring the results of your digital advertising, not all conversions are created equal (a conversion is some kind of concrete action produced thanks to a campaign, such as a lead generated or a sale).
In the early days of internet marketing, the only attribution model available was the “last-click” model. This model was useful when people used to follow a short, straight-path to conversion. But nowadays the online conversion journey is much longer, and the last-click model is not very accurate in most cases, but still remains the default in most cases. A terrible idea and a hole in your wallet waiting to happen!
I will continue developing this idea on my next post.
What’s your experience with attribution models? Do you know which one your agency/consultant is using for your accounts?