Who. What. When. Where. How. These are some of the questions we ask ourselves when we think about what marketing channel gets credit for converting people to buy your product or use your service. Was it the Instagram ad? Was it the family friend who said to check out the new music video on YouTube, who happened to stumble upon our ad? This is where attribution models come in. Attribution models are a method to analyze the different touchpoints that receive credit for a conversion. Each model assigns the value differently and no model is “best”. The effectiveness of the model depends on the circumstance of the experience. Here are a few of the many types of attribution models that are commonly used:
FIRST INTERACTION
All of the credit goes to the first marketing channel that the consumer made a conversion.
LAST INTERACTION
All of the credit goes to the last marketing touchpoint before the conversion.
LINEAR
Gives equal credit to all touchpoints across the conversion journey.
TIME DECAY
Gives credit and more value to the touchpoints closer to the time of conversion. First interaction gets less credit, while last interaction gets most of the credit.
POSITION BASED
Divides the credit between the consumer’s first and last interaction.
Design and content match well. The featured image is not fully seen in the thumbnail among other posts, but looks nice when on the blog page. Your font is sized and styled well, which encouraged me to read more.
Design and content match well. The featured image is not fully seen in the thumbnail among other posts, but looks nice when on the blog page. Your font is sized and styled well, which encouraged me to read more.