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The type of attribution model chosen determines what factors are included in assigning credit to advertising towards recognized sales.
The most common and simplistic approach for attribution is called last-click attribution. This method offers 100% credit to the last click in the user’s path. In general, last click attribution is considered overly simplistic, and is used in a limited tactical way by marketers for making decisions. Other attribution models like First-click, U-shaped, even-attribution take the sequence of the advertising events as the only factor to determine credit.
More advanced methods have been developed over the years, which take into account other factors like frequency of ad exposures, recency of ad exposures, type of exposure and other such factors towards determining the right level of credit.