Here we will explain the five most common attribution models

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There are several types of attribution measurement, and the appropriate model is selected from a comprehensive perspective of your company's business operations, the products you handle, your business model, and your management strategy.

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Last Click Model


The last-click model taiwan cell phone number list assigns all credit to the final ad on the conversion path and the keywords associated with that ad.

This method is suitable for a relatively cautious growth strategy, and is used immediately after starting advertising operations when you have not yet determined which keywords will produce results.

Since it allows you to evaluate the ads and keywords that directly contributed to conversions, this is an effective attribution model for measures to increase the number of conversions and improve cost-effectiveness.



First Click Model


The first-click model assigns all credit to the first ad or keyword on the path to conversion.

This is an attribution model that is often used in marketing strategies to increase awareness of products and brands, and is a way to connect with potential customers that you have not yet reached.



Attenuation Model


The decay model assigns increasing amounts of credit to ads and keywords that are closer to the conversion than the first point on the conversion path.

While it evaluates attribution at all touch points, it also evaluates ads closer to the last click more highly, making it an advertising strategy suitable for achieving results in a short period of time.



Linear Models


A linear model allocates credit equally to all channels and factors along the conversion path.

Because this method evaluates attribution equally throughout the entire route, it is a highly versatile model that can be used for a variety of business models.

It is particularly suited to use in B2B cases and for high-value products that require a long consideration period and follow a complex route.

However, since each touchpoint is assigned an equal contribution, it means that unless a certain amount of sample data is collected, accurate results will not be obtained, which is a time-consuming process, so care must be taken.



Contact-based model


The interaction-based model assigns 40% of the credit to the first and last two interactions on a conversion path, and allocates the remaining credit equally to all interactions in between.

Since it allows for equal evaluation of both the first touchpoint and touchpoints directly related to conversion, it is an appropriate method for measures that emphasize touchpoints for awareness.



How to analyze attribution


In attribution analysis, setting up a scenario is an important factor that affects the accuracy of the overall analysis results. Here, we will explain the process of attribution analysis in three major steps.