9 Marketing Attribution Models

First Touch Attribution.

First touch attribution gives 100% of the credit to the first marketing effort that drove your client to your website. Since 100% of the credit is given to a single touchpoint, the model tends to overweight a single part of the marketing funnel.

Lead Creation Touch Attribution

The Lead Conversion Touch model is often mistaken for the First Touch model.

Last Touch or Opportunity Attribution

This is the simplest attribution model for attribution systems to measure.

Last Non-Direct Touch

Slightly more useful than the Last Touch model as it eliminates the limitations of Direct data.

Last ‘Marketing Channel’ Touch Attribution

A channel specific attribution model, meaning search marketers will use Google Ads touch model. Social Media Marketers will use Facebook or Twitter Attribution models.

Linear Attribution

Linear attribution is a multi-touch model, and the simplest of these models.

Time Delay Attribution

A time delay model is a multi-touch model that adds more weight to touchpoints closest to conversion. It makes the assumption that the closer to a conversion, the more importance that touchpoint had in the conversion.

Position-Based Attribution (U-shaped) Attribution

What Google calls Position-Based Attribution, is a multi-touch model for marketing teams that focus on lead generation.

W-Shaped Attribution

An extension of the U-Shaped model, which takes the model to the opportunity stage. For many organisations, this is the end of the marketing funnel.

Full-Path or Z-Shaped Model

This marketing attribution model expands on the W-Shaped model beyond the opportunity stage. This model includes a fourth and final stage, the customer close.



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