Conversion Optimisation
Attribution Model
Plain English
Who gets the credit for a glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
Definition
An glossaryAttributionAttribution is the process of identifying which channels, interactions, or touchpoints contributed to a conversion.Open glossary term glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term defines how credit is assigned to different glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term in a user journey for contributing to a conversion.
In practice
Used to understand which glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term or glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term influence glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term across marketing and product journeys.
In context
Changing the glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term changes which team looks successful, which is why the choice rarely stays a technical discussion for long.
The reality
No glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term fully reflects reality as glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term are messy and often span multiple devices and glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term.
Compared with
Attribution Model vs Attribution
glossaryAttributionAttribution is the process of identifying which channels, interactions, or touchpoints contributed to a conversion.Open glossary term is the general problem of assigning credit. A glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term is a specific rule for doing it: first click, last click, linear, time decay. Every model is wrong; the useful question is which is wrong in a direction you can live with.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is an attribution model?
It is a way of assigning credit to glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term that glossaryLeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term to a glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
What are common attribution models?
First-click, last-click, linear, and glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term-driven glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term.
Which attribution model is best?
It depends on your goals, but no glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term is perfectly accurate.
Why is attribution important?
It helps guide marketing spend and glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term decisions.
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