Digital Marketing attribution is the analytical science of determining which marketing tactics are contributing to sales or conversions.

Digital Marketing attribution is the practice of evaluating the marketing touchpoints a consumer encounters on their path to purchase. The goal of attribution is to determine which channels and messages had the greatest impact on the decision to convert, or take the desired next step. There are several popular attribution models used by marketers today, such as multi-touch attribution, lift studies, time decay, and more. The insights provided by these models into how, where, and when a consumer interacts with brand messages allows marketing teams to alter and customize campaigns to meet the specific desires of individual consumers, thus improving marketing ROI.

Attribution models

Following are several of the most common attribution models.

Last-click attribution

  • Last-click attribution. With this model, all the credit goes to the customer’s last touchpoint before converting. This one-touch model doesn’t take into consideration any other engagements the user may with the company’s marketing efforts leading up to that last engagement.

First-click attribution

  • First-click attribution. The other one-touch model, first-click attribution, gives 100 percent of the credit to the first action the customer took on their conversion journey. It ignores any subsequent engagements the customer may have had with other marketing efforts before converting.

Linear attribution

  • Linear attribution. This multi-touch attribution model gives equal credit to each touchpoint along the user’s path.

Time decay attribution

  • Time decay attribution. This model gives the touchpoints that occured closer to the time of the conversion more credit than touchpoints further back in time. The closer in time to the event, the more credit a touchpoint receives.

U-shaped attribution

  • U-shaped attribution. The first and last engagement get the most credit and the rest is assigned equally to the touchpoints that occured in between. In Google Analytics, the first and last engagements are each given 40 percent of the credit and the other 20 percent is distributed equally across the middle interactions.

by,

Swagat Mahindrakar

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