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Choosing the right attribution model
Choosing the right attribution model

Delve into the critical task of pinpointing the most fitting attribution framework for your business and objective

Ayesha Kazi avatar
Written by Ayesha Kazi
Updated over a week ago

Selecting the appropriate attribution model for your enterprise goes beyond mere speculation; it's a data-driven exercise aligned with particular goals. Here are some nuanced suggestions to guide your decision-making:

  • First Touch: Because it shows which marketing methods catch the eye of new customers, this model is a great option for when you want to understand top-of-the-funnel buyers.

  • Last Touch: Opt for this attribution model when you want to know what drives your customers to action, even if it’s after they have been primed through other channels.

  • Linear: Use this model when you want a broad picture of your marketing strategy and a general accounting of all channels.

  • Time decay - This is your go-to model when you are most interested in the channels that drive conversions or work better at the bottom of the sales funnel — and when you want to place less emphasis on the top of the funnel but still want to account for all channels.

  • U-shaped - Choose this model when you're after a more balanced assessment of your marketing efforts. It's particularly useful when the mid-journey touchpoints are more nebulous, yet you wish to acknowledge their role in the consumer's decision-making process.

Each model has its unique strengths and applicability, so your choice should closely align with your campaign objectives and the intricacies of your customer journey.

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