Attribution Models

Model	What it does	Why it's useful	Considerations
First Touch Attribution	Gives all the credit to the very first interaction a customer has with your brand.	Great way to measure your brand awareness campaigns, to understand your top-of-funnel strategy.	Ignores everything that happens after the first click, including the actual conversion trigger.
Last Click Attribution	Gives 100% of the credit to the final interaction before a user converts.	Helps identify what closes the deal - ideal for bottom-of-funnel optimisations.	Doesn’t give any credit to the earlier channels that generated awareness and created the lead.
Linear Attribution	Splits credit evenly across all touchpoints.	Simple, fair, and gives a complete view of users whole journey.	Increased touchpoints can dilute credit across channels.
Position Based Attribution	40% to the first touch, 40% to the lead conversion point, and the remaining 20% is shared across the remaining touchpoints.	Highlights the awareness and lead nurturing steps.	Middle-stage channels can get overshadowed such as remarketing or email campaigns.
Time Decay Attribution	Gives more credit to the touchpoints closest to conversion.	Gives more credit to the final stages and touchpoints of a conversion.	Early awareness generating channels don’t get any recognition.
DDA & Impression Model	A combination of DDA and Impression Based Attribution. Reviews the whole customers journey and interaction with your site as well as applying credit for non click based activity from Impressions.	Channels that build awareness (like display or video, meta ads) rarely get clicks so get little credit when using click-only models. The impression model redistributes credit back to those upper-funnel efforts, ensuring they’re recognised for their role so you can measure true effectiveness.	Can only be used when running channels that have Impression level data.