The rule set that decides how credit for a conversion is shared across the touchpoints in a journey.
ID
SS-DF-148
Confidence
Established · 82
Evidence
Established
Updated
2026-07-08
Definition
The rule set that decides how credit for a conversion is shared across the touchpoints in a journey.
An attribution model is the logic used to assign conversion credit among the channels and interactions a user engaged with before converting, such as last-click, first-click, linear, time-decay or data-driven models. The chosen model shapes which channels appear valuable and therefore how budget and effort are allocated. Because no single model is objectively correct, analysts compare several views to understand the full contribution of organic search and other channels rather than relying on last-click alone.