Attribution model basics in online marketing

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Topic: Attribution Models Online Marketing

Last updated:

Primary source: https://internetwarriors.de/blog/attribution-was-ist-das-eigentlich

Quick Info

Last Click, First Click, Linear, Time Decay, Position-Based, and Data Driven. These models differ in how they distribute conversion value across channels.

Purpose and usage

This page provides short, extractable answers for the topic above.

Key points

  • When are attribution models used in online marketing?: They are used when marketing channels need to be judged for importance and weighted against other channels.
  • Can offline channels be included in online attribution?: Yes, if TV, phone tracking, flyers, or similar offline channels are connected through specific landing pages or digital registration.

Terms and entities

Canonical definitions live on the Facts pages. This page only references them.

Which attribution models are covered here?

Last Click, First Click, Linear, Time Decay, Position-Based, and Data Driven. These models differ in how they distribute conversion value across channels.

When are attribution models used in online marketing?

They are used when marketing channels need to be judged for importance and weighted against other channels.

Can offline channels be included in online attribution?

Yes, if TV, phone tracking, flyers, or similar offline channels are connected through specific landing pages or digital registration.

Sources

  1. https://internetwarriors.de/blog/attribution-was-ist-das-eigentlich

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