Marketing Attribution Models Explained: Which One Should You Use?

Attribution determines which marketing channels get credit for conversions. The model you choose directly affects where you invest budget. Using the wrong model leads to misallocated spend.

Last-click attribution gives all credit to the final touchpoint before conversion. It is the simplest model and the default in many analytics platforms. The problem: it ignores every interaction that led the customer to that final click.

First-click attribution gives all credit to the first touchpoint. It emphasizes awareness channels but ignores everything that happened after the initial discovery.

Linear attribution distributes credit equally across all touchpoints. It is fairer than single-touch models but treats a random display ad impression the same as a detailed product demo.

Time-decay attribution gives more credit to touchpoints closer to conversion. This reflects the reality that recent interactions tend to be more influential in the final decision.

Data-driven attribution uses machine learning to assign credit based on actual conversion paths. It is the most accurate model but requires significant conversion volume to train effectively — typically 600+ conversions per month.