What is an attribution model?
An attribution model is a rule for giving credit to the marketing touchpoints that led to a conversion.
What is an attribution model?
A customer may see an ad, read an email and finally search your brand before buying. Attribution models decide which of these steps get the credit, for example first touch, last touch or a mix.
Multi-touch attribution needs identifiers that follow people across visits and devices.
Why Attribution model matters
- It decides which channels look successful.
- It affects budget decisions.
Practical tips
- Start simple, with last-touch and campaign tags.
- Use consistent UTM naming.
Attribution model in Noralytic
Noralytic shows the source and campaign of each visit but does not build multi-touch attribution, because that would require tracking people across visits.
Frequently asked questions
What is an attribution model?
An attribution model is a rule for giving credit to the marketing touchpoints that led to a conversion.
Do I need attribution models?
Large advertisers with several paid channels benefit most. Most websites get what they need from sources and campaign tags.
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