What are the different methods of data attribution?

What are the different methods of data attribution?

Data attribution methods are techniques used to determine which marketing channels contribute to conversions. Common methods include first-click, last-click, linear, time decay, and algorithmic attribution.

Can you explain the first-click attribution method?

First-click attribution gives all credit for a conversion to the first marketing channel that a customer interacted with. It's useful for understanding which channels are effective at generating initial interest.

What about last-click attribution?

Last-click attribution assigns all credit to the last channel a customer interacted with before converting. This method is popular because it highlights the final touchpoint that led to the sale.

Are there any drawbacks to these methods?

Yes, both first-click and last-click methods can oversimplify the customer journey, ignoring the influence of other touchpoints. A multi-touch attribution model can provide a more comprehensive view.