How do you handle attribution models?

Attribution modeling determines how credit for conversions is assigned across touchpoints. No model is perfect, and understanding the trade-offs enables better decisions.

Common models and their trade-offs:

Last-click Simple to implement and understand. Undervalues awareness and consideration channels. Overvalues bottom-of-funnel touchpoints.

First-click Captures acquisition source. Ignores nurture and consideration. Useful for understanding where customers originally come from.

Linear Equal credit across touchpoints. Simple but may not reflect actual influence. Useful when you genuinely don't know which touchpoints matter most.

Data-driven Algorithmic weighting based on observed patterns. Requires sufficient data volume. More accurate but less transparent.

Our approach:

We typically implement multi-touch attribution with data-driven modeling where data volume supports it. For businesses with less data, we use simpler models while being explicit about their limitations.

The goal is decision confidence—enough accuracy to allocate resources well, without pretending we have perfect visibility into customer journeys.