Conversion Attribution Models


Conversion attribution models - Web Analytics

Exhibit 27.9   Conversion attribution models. Source: Aditon

To allocate marketing resources effectively, it is essential to know which channels and elements of the marketing mix are driving conversions. Attribution models help to assess the importance of each channel in driving conversions. The most widely used models, depicted in Exhibit 27.9, use heuristics or thumb rules to allocate credit for conversions to different touchpoints along the customer journey. The allocation criteria for these models are as follows:

  • Last Touch Attribution: Recognizes solely the marketing channel directly preceding the conversion.
  • First Touch Attribution: Credits only the first marketing channel in the customer’s journey.
  • Linear (evenly weighted) Attribution: All channels get equal credit.
  • Position Based Attribution: First and last channels get greater credit than the rest.
  • Time Decay: Attribution decays exponentially from last to first touch.
  • Customized: Attribution is based on some thumb rules.

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