What is an attribution model?

Attribution models are frameworks used in marketing and analytics to determine how credit for conversions or sales is assigned to different touchpoints along the customer journey. They help businesses understand which channels, campaigns, or interactions contribute most to driving desired outcomes, such as purchases or sign-ups. Common attribution models include first-touch, last-touch, linear, and data-driven models. Choosing the right attribution model can help optimize marketing spend and improve overall campaign effectiveness.