Attribution Model
What is an Attribution Model?
An attribution model is a framework that determines how to credit conversions (such as installs, sign ups, user engagement, or other actions) across different touchpoints in the user journey. These touchpoints can include interactions with various ad units across different websites, apps, email, and more.
What are the Most Common Attribution Models?
- Last Click Attribution: Credit is assigned to the last interaction before the conversion point.
- First Click Attribution: Credit is assigned to the first interaction that initiated the user journey.
- Linear Attribution: Credit is distributed equally across all interactions and touchpoints in the user journey.
- Time Decay Attribution: Credit is weighted more heavily to interactions that occurred closer to the time of conversion.