What are some examples of attribution models?

There are 6 common types of attribution models:

1. First Interaction

It assigns conversions to the first point the user engaged with the company. Like when they click on an ad on Google or social media

2. Last Interaction

This shows the last action they made before converting. It is great for analysing the customer journey but can lead to inaccurate results if relied on.

3. Last Non-Direct Click

Similar to the last interaction model it assigns conversion to the latest action that the user interacted with except for a paid ad.

4. Linear

The linear model splits conversions equally among all user engagements with the business. For example, splitting the paid ads and organic search equally.

5. Time-Decay

Similar to linear attribution but it takes into account when the conversions took place instead of splitting equally.