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Attribution modeling is a method for assigning credit to advertising intended to drive 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.
For making more impactful decisions, more advanced methods have been developed over the years. A variety of techniques have been developed to determine how much credit to attribute to specific marketing campaigns. This process if called attribution modeling.