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Attribution Modeling
The process of determining which marketing channels and levers are most responsible for driving conversions or other key outcomes.
Implications
Used in marketing to determine which channels or touchpoints contribute most to a conversion, helping allocate marketing budgets effectively.
Example
Example: A retailer uses attribution modeling to analyze which digital channels�email, social media, or search�contribute most to online sales, adjusting spend accordingly.
Related Terms
Different from last-click attribution, which only credits the final interaction, attribution modeling considers the entire customer journey.
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