All You Need To Know About Marketing Attribution


29 Mar, 2024



Many marketers from top marketing agencies deal with challenging inquiries regarding how their initiatives are generating ROI for a business. This can be a rather simple process for various marketing platforms, such as SEO, email marketing, or search engine marketing

Just look up the channel that led someone to click the purchase now button in Google Analytics, and mark that as a success for that channel. But as per a good marketing agency, something about this is inherently flawed, especially in the B2B sector. 

What if someone has visited your website six times—once through social media, once through SEO, once through a display advertisement, twice through SEO, and once directly?

Should the remaining five views in this example, which total five, not also receive credit? No matter where a lead is in a conversion funnel, a few believe all sources should receive credit for it. The justification is straightforward: simply because a channel didn't generate the last visit that resulted in conversion doesn't imply it isn't contributing to closing the lead.

Top Market Challenges(inner)

Going back to the previous example, who is to determine whether or not the lead ultimately qualifies from a direct search 5 sessions later if you no longer invest the marketing budget on your social campaign because it was only the initial touch point in a lead? 

Setting up a multi-channel attribution model will help you make the value you attribute to each of your marketing channels more indicative of the role they actually played in creating a conversion, even though it could appear very difficult to solve this problem with multi-channel attribution.

Multi-channel marketing attribution modeling is an act of comprehending or attributing responsibility to each channel that contributed to a lead's eventual conversion for your company. 

A marketing agency can give credit to the channels that came before the complete conversion during a customer's purchase process by employing an attribution model that takes into account all of the interactions a visitor has with your brand.

 It is feasible to better assign credit to each channel and campaign by considering the complete chain of events rather than just the final touchpoint prior to a conversion.

Setting up an attribution model clearly doesn't improve the worth of all your marketing touchpoints and channels. However, it does help you spend your budget more wisely by letting you know how much each channel really contributes to each sale your company makes. 

When it comes to digital marketing, one channel is frequently blamed for the success of generating leads, but there are actually many additional channels that can also contribute significantly.

To more fully comprehend your website users' purchasing habits, use attribution modelling in marketing. In order to properly invest in your most successful acquisition channels going forward, any effective attribution model established should be capable of telling you:

  • Why people prefer your website for purchases
  • What happens before they make a purchase
  • What motivated them to purchase a product in the first place
  • The most effective acquisition channels for your brand

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Understanding What Is Marketing Attribution

To put it simply, attribution modeling in marketing is a framework for determining which channels or components should be given credit for a conversion.

The concept of recorded marketing efforts and studying them to comprehend how different events contribute to overall performance is at the heart of marketing attribution. This clears the dilemma of what is attribution modelling. 

dialogue with sales(inner)

An essential step in this approach is using marketing attribution models to assign success to particular marketing initiatives. It enables a marketing agency to determine which tactics are most successful in generating both immediate and long-term conversions.

To understand the attribution model definition paraphrase a proverb, can anyone know what motivated that transaction if a click occurs today but no one ever converts till three weeks from now?

Depending on the kind of attribution mechanism utilized for client campaigns, the answer may change. While other attribution models concentrate on conversion before marketing channels, some may concentrate on the bottom of the sales funnel.

The Significance Of Marketing Attribution Modeling

Your client will want to discover which marketing initiatives yielded the best return on investment for their companies after devoting time and money to them.

Did their website's SEO improvements increase website visits and conversions? Or maybe a mix of email marketing campaigns and retargeting advertisements was used.

In any event, in order to suggest future campaigns, your agency has to understand which marketing channels generated the most conversions.

To put it briefly, attribution models will assist your agency in determining:

  • Which marketing channels produced the most conversions?
  • How to raise or redistribute ad spending
  • Any enhancements or suggestions for the next client campaigns
  • Any flaws in the client journey

Varied Types Of Marketing Attribution Models

Almost every firm faces challenges, therefore it's more crucial than ever to analyze the effects of every dollar spent. 

With the aid of attribution modeling, marketers can determine how much of the blame for a given transaction should be placed on each marketing platform and customer point of contact. 

With time, this strategy enables marketers to focus their campaigns on the touchpoints and channels that produce the greatest returns. But not all attribution is equal, and many attribution models have different ways of allocating credit.

You need to know which of the following attribution models will perform effectively for your company in order to achieve value. 

We've outlined the most popular attribution models and how to apply them as a resource. There is no one-size-fits-all attribution model; the one that fits your brand will depend on the particular purchasing patterns of your consumers and your objectives.

First Touch Attribute

These approaches, often known as "first-click" or "first interaction," give a single source 100 percent of the responsibility for each transaction. No matter how many more touch points there are in between, the initial documented engagement a consumer has with your organization is what's credited with triggering the final conversion, as the term suggests. 

For instance, organic search still receives all the credit if a consumer discovers your website through organic search, is later retargeted with display ads on a social network or publisher site, and then completes a transaction.

First -Touch attribution

First-touch models benefit from being straightforward. They offer all credit to the first POC rather than distributing value over numerous channels. 

They can be a quick and simple technique for developing a marketing strategy to understand the behavior of its target market and how to effectively reach them to complete the funnel's apex. Additionally, it works well for goods with a brief buying cycle in which potential buyers rarely engage with the brand more than once before making a purchase.

Last Touch Attribution Model

Similar to the first-touch attribution model, last-touch attribution models give a single interaction—in this example, the most recent engagement a customer had with your company—full credit for a conversion. 

The final action a customer takes before converting—whether it was viewing an ad, opening an email, or responding to a social media post—is thought to be the sole factor in that conversion.

For organizations that need to acquire some fundamental insight into consumer behavior to best explain their funnel, a last-touch attribution is a viable option because it's easy to implement and continuously evaluate. 



Additionally, it works well for companies with quick buying cycles because there is little time between exposure and purchase. 

The intricacy of contemporary multichannel digital marketing, which exposes customers to a variety of signals that influence their final conversions, isn't fully taken into account by the last touch, though.

Last Non-Direct Touch Attribution Model

In order to fully grasp the efficacy of your many marketing channels, last-touch, and first-touch analytics may not be sufficient if your company's buying cycles are not the quickest and simplest possible.

Last non-direct touch, which is the standard attribution model for Google Analytics reports, gives no compensation for conversions to direct traffic, such as when a user actively types in a URL or clicks on a bookmarked link to access your website.

This gives one interaction 100% of the credit, similar to simple last-touch and first-touch attribution, but it disregards direct traffic as an attributable channel. 

last non direct attribution(inner)


It is challenging to comprehend the influence of your entire multichannel marketing program because, like the basic last-touch attribution model, it also doesn't provide any credit for any interactions that may have before that final interaction. 

Therefore, this model works best for goods with a brief purchase cycle. It concentrates on marketing components you can manage or affect by omitting direct traffic, such as hits from sponsored and earned sources.

Multi VS Single Touch Marketing Attribution Models

If you can monitor and report on deduplicated engagements in a single, consolidated data source, the first- and last-touch models would be appropriate places to start. 

A multi-touch attribution model is necessary if your company's purchase cycle is more complicated, meaning that clients often connect with your brand multiple times during their conversion journey. 

Within a defined lookback window, the examples below assign a fractional amount of credit for a specific conversion to the brand interactions that came before it.

Linear Marketing Attribution

A linear attribution model provides information above the first or last interaction if your company's purchase cycle is more complex, which means that buyers typically connect with your brand more than once during their conversion trip. 

Contrary to the earlier models we've studied, linear attribution models can take into consideration many conversion-related touchpoints while equally weighting each one. 

The credit for a conversion is divided among three parties if a customer engages with a display ad, a Facebook ad, and a sponsored search placement prior to making a purchase.

linear marketing

Understanding the effects of your overall marketing strategy across several channels can be made easier using linear attribution. It is constrained, though, in that credit can only be distributed equally across all touchpoints. 

In truth, not every connection with your brand is extremely important in generating conversions. 

Due to online marketing strategies in which it distributes credit, this approach might cause marketers to overrate a few channels and underrate others, even if other channels and messages are typically more useful than others. 

Nevertheless, it's a useful method to start outlining the advantages of a multidimensional or multi-touch marketing approach.

Position-Oriented Attribution

The first and last interactions a consumer has with your company before converting are considered to be of the utmost importance by position-based attribution models. 

According to this supposition, position-based attribution gives the customer's first and last points of touch with the brand before converting a defined amount of credit for every conversion.

Any interactions that take place among these two points receive an equal share of the remaining credit. In Google Analytics, the position-based approach by default allocates 40% to the initial and final interactions and divides the remaining 20% equally among all subsequent interactions.

This is one the effective digital marketing techniques for companies whose customers are likely to interact with them more than once before making a purchase. 

Position Based Attribution(inner)

It captures the effects of top- and bottom-of-funnel efforts, all of which are crucial for companies with extended sales cycles. Simultaneously, it gives some weight to other marketing initiatives that keep leads warm, reignite interest, or deepen the current connection.

Time Decay Marketing Attribution Model

The best marketing companies propose you take into account both the timing of those contacts in relation to the actual time of conversion to comprehend the true worth of the different engagements leading up to a conversion. 

A time decay attribution model enables this by allocating credit to various events, but giving more credit to those that occurred earlier, in accordance with the supposition that such events had a stronger influence on the choice to convert.

Time Decy Attribution(inner)

This technique works especially well for companies that provide high-consideration goods where the sales cycle depends heavily on developing relationships over time. 

The effectiveness of your entire marketing funnel should be evaluated using this approach, however, the time decay attribution model places less emphasis on top-of-funnel marketing activity.

Data-Driven Or Algorithm Specific Attribution Model

Machine learning is used by algorithmic attribution models, also known as Data Driven or DDA in Google Analytics. These are used to provide partial credit for numerous interactions that precede a conversion event. 

They perform best when there are lots of interactions and sales. For instance, Google Analytics requires a minimum of 600 conversions each month. While algorithmic models make it easier to choose the model that best suits the requirements of your specific organization. They also lack the same level of transparency as their rules-based equivalents.

Theoretically, this modeling strategy offers the most accurate predictive value, although this is obviously reliant on the quantity and quality of the data. If so, an algorithmic model would be applicable to the broadest range of business models, media plans, etc. 

The model will change to reflect this environment, regardless of whether your products are more likely to be impulse purchases or have a prolonged sales funnel. This skill frequently carries a cost. Data-driven modeling in Google Analytics multi-channel funnel (MCF) analysis is only accessible with a 360 (paid) subscription. 

The most recent beta version of the attribution reporting function, while omitting direct traffic, does provide a free data-driven attribution model.

Customized Attribution Model

Does your brand have a predefined sales funnel to evaluate? Does your client have a predetermined weight or worth for each touchpoint?

In this scenario, think about employing a unique attribution strategy. This marketing attribution model is completely customizable based on the objectives and insights of your client, as the name would imply.

Custom Attribution Model(inner)

Consider the scenario when you have a client with an existing company and a database of previous trends. They would be in a stronger place to define specific goals and comprehend the evolution of the effectiveness of their marketing channels if they had such data-driven visibility into the buying cycle.

In this situation, a unique attribution model will offer precise information about their marketing approaches.

Common Marketing Attribution Errors

The most frequent error made by marketers is failing to take into account the touchpoints that result in conversions.

When gauging marketing performance based just on the first click, several actions, such as remarketing and email marketing, might be disregarded. Conversely, if the ROI is simply determined based on the last click, top-of-the-funnel activities like content marketing may need to be trimmed back.

Failure to concurrently take into account the effects of many marketing channels and vendors is another error in marketing attribution.

top marketing attribution challenges(inner)

Marketers risk missing out on possible synergies between several marketing initiatives by focusing exclusively on one channel in isolation. They won't be able to precisely determine which channels are generating higher conversions or income, and consequently modify their spending.

In order to secure accurate measurements and insights when reviewing results, marketers should be aware of how marketing attribution functions and use best practices. They can do this to make sure their marketing tactics are operating as planned and their budgets are distributed properly.

How To Determine The Right Attribution Model For Your Brand?

Undoubtedly, there is no "optimal" attribution model. One attribution model can be sufficient for your client's needs, depending on the circumstances. It might, however, be helpful in some circumstances to evaluate performance using multiple attribution models.

For reporting and analysis, your organization might choose a primary attribution model, for instance. On the other side, a different attribution model might reveal additional information about ignored particulars that might be significant for campaign optimization. Sales cycles, goals, and particular requirements of your client are ultimate what matter.

You may even change attribution models as your client's business develops. So have an open mind and resist the urge to stick with just one.

As per digital marketing services, you should consider the following queries when selecting an attribution model for the initial time:

  • How many phases are there in the sales funnel for my client?
  • How many different marketing touchpoints exist?
  • What are the objectives of my client (such as brand recognition or conversions)?
  • What goals does my client have in mind (such as enhancing successful marketing channels or addressing holes in the customer lifecycle)?

You'll be better able to select the most suitable marketing attribution model if you have a thorough knowledge of what your client needs.

Final Thoughts

There's no need to perform a lot of physical labor when an automated gadget can handle it. Utilize pre-built reporting templates, create personalized dashboards, and easily combine data from several marketing platforms.

With the help of attribution modeling, you can focus on the customer lifecycle and determine which elements are most effective for your clients and which require improvement. It also provides information on how your target audience is being converted by your marketing channels and other interactions.

Hire experts at JanBask Digital Design to choose the models that will deliver the data that matters to you the most, locate the ideal tool, and begin attribution modeling.

FAQs on Marketing Attribution

Q1. What Is The Purpose Of Attribution Modeling In Digital Marketing?

Ans. With the aid of attribution modeling, marketers can determine how much of the blame for a given conversion should be placed on each marketing platform and customer point of contact. With time, this strategy enables marketers to focus their campaigns on the touchpoints and channels that produce the greatest returns.

Q2. What Is A Data Attribution Model?

Ans. The multi-touch data-driven attribution technique tracks a significant amount of customer data using machine learning. This approach assists marketers in determining how well their plan, including their ads, campaigns, keywords, and content, results in conversion.

You can hire the best marketing companies to seek comprehensive assistance on marketing attribution and how it helps. 

Q3. How Does A Good Attribution Model Look Like?

Ans. The lead generation, initial contact, and opportunity creation interactions each receive 30% credit under this paradigm. Other touchpoints each receive ten percent of the remaining credit. When it's simple to recognize the phases that give rise to opportunities, it makes sense.

Q4. Which Is An Ideal Attribution Model In Google Ads?

Ans. Because of this, the default attribution approach for the majority of conversions inside Google Ads is data-driven attribution. A data-driven strategy eliminates the element of guessing in model selection and can help you visualize achievement in your account.

Q5. Which Attribution Model Is Considered The Most Appropriate?

Ans. The algorithmic attribution approach provides the most precise indication of a user's conversion journey from prospect to customer. This model's success rate is greater than others since it is specifically designed for each firm.

However, it entirely relies on the type of your industry and target market. Additionally, the marketing firm you choose to work with is crucial to the model's efficacy.

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Aidan Johnson

I never thought I could track these marketing channels. Thanks for sharing.


Kaden Brown

This is a vast but important marketing aspect.


Paul Wilson

I appreciate you sharing all the marketing attribution information.


Omar Moore

These vital marketing attribution models are very helpful.


Brian Taylor

Appreciate your team for assisting me in the journey.


Louis Anderson

It was great interacting with your team.

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