Attribution models -What are attribution models?

An attribution model is the set of rules that are applied to determine which media or media to assign a conversion or sales value to. Attribution models measure the importance of the different channels or touchpoints that a user can go through through the sales funnel. This process is known as Customer Journey

Why are attribution models important?

Attribution models allow one or more channels to be granted a conversion, thus being able to know the cost it has had. In this way, we will be able to know the expense invested in a client carrying out a specific action, such as a purchase, and in this way we will be able to calculate the return on the investment that we have obtained.
It is also used to calculate the conversion rate of a certain channel.  

Different attribution models

There are various attribution models that can be applied depending on whether they are more or less appropriate depending on the type of business. Several can also be combined to create a custom one. These are some of the most common:

Last interaction

It is the most widespread model, in addition to being the default in Google Analytics. All credit for the conversion is attributed to the last channel with which the user interacted before making the purchase or subscription.

First interaction

It is the opposite of the last interaction model, and attributes all the credit to the first point of contact with which the customer began their “customer journey” until leading to the conversion.

Last click (Google Ads)

Attribute the conversion to the last click carried out in an SEM campaign, ignoring the rest of the channels that the customer may go through later.  

Last indirect click

All direct traffic is ignored.

Linear attribution model

All the channels that the customer has gone through obtain the same percentage of merit with respect to the conversion.

Temporal deterioration model

Channels receive a higher or lower percentage of attribution depending on their proximity to the moment of conversion.

Depending on the position

Channels located at the ends of the customer journey obtain a higher percentage of merit while those located in the middle obtain less.

“Data-Driven” Model

This model implemented by Google uses an algorithm based on the Shapley Value solution, from cooperative game theory, to distribute attribution across all channels defined in a specific group.