There are a variety of attribution models that marketers can use to measure the effectiveness of their marketing campaigns. There are strengths and weaknesses to each model, so picking the right one for your needs is important. This guide explains the different types of attribution models and helps you decide which one is right for you.
First Interaction Attribution Model
The first interaction attribution model assigns all of the credit for a conversion to the first marketing touchpoint used. In case of a short sales cycle that doesn’t need to track interactions after the first purchase, you can opt for this model.
This model is especially useful for online businesses that rely on paid search or display advertising to drive traffic to their website. In this case, the first interaction attribution model would credit the initial ad click or impression for the conversion.
Last Interaction Attribution Model
The last interaction attribution model is a type of marketing attribution model that assigns all of the credit for a conversion to the last marketing touchpoint used. This model is best suited for businesses with a long sales cycle and needs to track interactions after the first purchase.
This model is especially useful for online businesses that rely on email marketing or re-targeting to drive traffic to their website. In this case, this model would credit the final email click or impression for the conversion.
Linear Attribution Model
The linear attribution model assigns equal credit to each marketing touchpoint used. If you want to track the effectiveness of all of your marketing campaigns equally, this is the best-suited model for you.
Suppose your business uses a variety of marketing channels, such as paid search, email marketing, and social media marketing. In this case, the linear attribution model would credit each marketing touchpoint with an equal share of the conversion.
Time Decay Attribution Model
This model assigns more credit to the most recent marketing touchpoint used. It works best for businesses that want to focus on the most recent marketing campaigns.
This is the best attribution model for businesses running a short-term marketing campaign and wants to track the results. In this case, the time decay attribution model would credit the most recent marketing touchpoint with the majority of the conversion.
Position-Based Attribution Model
The position-based attribution model assigns more credit to the first and last marketing touchpoints used. If you want to focus on the beginning and end of your sales cycle, this model will work best for you.
Suppose your business uses a variety of marketing channels like paid search, email marketing, and social media marketing. In this case, the position-based attribution model would credit the first and last marketing touchpoints with most of the conversion.
Last Non-Direct Click Attribution Model
This model assigns all of the credit for a conversion to the last marketing touchpoint that was not a direct click.
You should opt for this model if you want to track the effectiveness of your marketing campaigns, even if the customer didn’t visit your website. In this case, the last non-direct click attribution model would credit the last marketing touchpoint with most of the conversion.
First Non-Direct Click Attribution Model
The first non-direct click attribution model assigns all the credit for a conversion to the first marketing touchpoint that was not a direct click. This model works best for businesses that want to track the effectiveness of their marketing campaigns, even if the customer didn’t visit their website.
The model works best for businesses that want to track the effectiveness of their marketing campaigns, even if the customer didn’t visit their website. In this case, the first non-direct click attribution model would credit the first marketing touchpoint with most of the conversion.
These are the most common attribution models for marketers. The best model for you depends on your business and marketing goals. Attribution modeling is a complex process, but it’s essential for businesses that want to track the effectiveness of their marketing campaigns.