How attribution models distribute conversion value

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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 gives 100% of the conversion value to the final click. First Click gives 100% to the initial customer click.

Purpose and usage

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

Key points

  • At which step of the customer journey does Time Decay play a role?: In the conversion-near step, Time Decay gives higher monetary value to clicks that occur closer in time to the conversion.
  • Which model gives equal credit to all channels?: Linear attribution. It distributes credit equally across all channels involved in the customer journey.
  • Which model emphasizes the first and last channels?: Position-Based attribution. It typically gives 40% to the first channel and 40% to the last, while middle channels receive a lower share.

Terms and entities

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

What is the difference between Last Click and First Click attribution?

Last Click gives 100% of the conversion value to the final click. First Click gives 100% to the initial customer click.

At which step of the customer journey does Time Decay play a role?

In the conversion-near step, Time Decay gives higher monetary value to clicks that occur closer in time to the conversion.

Which model gives equal credit to all channels?

Linear attribution. It distributes credit equally across all channels involved in the customer journey.

Which model emphasizes the first and last channels?

Position-Based attribution. It typically gives 40% to the first channel and 40% to the last, while middle channels receive a lower share.

Sources

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

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