What Is an Attribution Model in Marketing?
An attribution model is a way of figuring out which marketing efforts led to a user taking an action, like installing an app or making a purchase. It helps track how different marketing channels contribute to a user’s decision.
Why It’s Useful
Attribution modeling helps marketers see which campaigns or tactics work best in getting users to engage, stay, and spend money. This lets them improve their marketing strategies and spend their budget more wisely.
Types of Attribution Models
First-Click Attribution: This model gives all the credit to the first point of contact a user had with your campaign. For example, if a user saw your app through a Google ad first and later installed it after seeing a Facebook ad, this model would credit the Google ad with the conversion.
Last-Click Attribution: This model gives all the credit to the last touchpoint before a user takes action. If a user clicked on a push notification right before installing your app, this model would credit the push notification for the install.
Multi-Touch Attribution: This model spreads the credit across all the touchpoints a user interacted with before taking action. For example, if a user saw your app on TikTok, searched for it on Google, and then saw an Apple Search Ad before installing it, this model would give some credit to each of these interactions.
Adjust and Attribution Models
Adjust simplifies attribution by handling it for advertisers to advertising their ads. They generally favor the last-click model, as it is the most common in mobile marketing. However, they also offer multi-touch solutions to see the impact of multiple touchpoints and view-through attribution (VTA) to understand how ads seen but not clicked might still influence conversions.