Notes on Marketing and Web Development

Marketing attribution models explained

Attribution models are used in online marketing to determine how credit for conversions (leads and sales) is assigned to the various touchpoints in a marketing funnel.

First-touch model

first touch model

This attribution model gives all credit for the lead or sale to the traffic source that generated the first click in the buyer's conversion path.

This model is useful when you want to know which traffic sources are responsible for generating new leads and sales.

Last-touch model

last touch model

This model gives all credit for the conversion to the last channel the customer interacted with before converting.

Use this model when you want to see which channels are responsible for closing the deal.

Position-based / U-shaped model

position based model

This attribution model gives 40% of the credit for the lead/sale to the source of the first click, 40% to the source of the last click and evenly distributes the remaining 20% of the credit to the channels in between.

This model is good when you want to acknowledge all marketing channels but value first and last click sources more than mid-funnel nurture channels.

Linear model

linear model

In the linear attribution model, each channel is given equal credit for contributing to the conversion.

This model is good when you want to look at all the channels responsible for conversions which can help you decide to cut under performing channels or double down on high-performers.

Time decay model

time decay model

Time decay assumes that interactions closer to the conversion are increasingly more valuable, and gives more weight to those channels.

Consider this model if you have a long sales cycle and need to see which channels take a lead out of a nurture phase.

More Resources:

Google Analytics attribution models explained:

Google Ads attribution models: