Attribution Model

An attribution model is an analytical method in digital marketing that makes the contribution of individual marketing channels to conversions measurable. The goal is to transparently identify which touchpoints along the customer journey actually contributed to achieving objectives — such as a purchase or registration. This enables more targeted use of marketing budgets and data-driven optimization of strategies.

Depending on the model, the conversion is weighted differently: while the last-click model attributes success solely to the final contact, models like linear, time-decay, or position-based also consider previous interactions. Advanced variants, such as algorithmic or data-driven models, analyze complex user paths and dynamically assign appropriate credit to each channel.

The choice of the right attribution model significantly influences how marketing activities are evaluated and managed. Companies that consciously use attribution gain a more realistic view of performance and can allocate investments more effectively. In an increasingly connected advertising environment, a precise understanding of the factors influencing conversions is crucial for long-term success.