Attribution Modeling
Attribution modeling is the rule-based process of assigning credit for a conversion to specific touchpoints. Common models include Last-Click, First-Click, Linear, and Time-Decay. While useful for tactical optimization, attribution models struggle to measure true causality compared to incrementality methods.
The Short Version
Deciding who gets the commission for the sale.
Visual Explanation
What Is Incremental ROAS?
Your ROAS might look great. That doesn’t mean it worked.
Often Confused With
The Credit War
Marketing channels fight for credit. Search claims it. Social claims it. Email claims it.
Attribution Picking is often political. 'Last Click' favors Search. 'View Through' favors Social. None of them represent the objective truth of what drove the growth.
How it works
Track user path: Ad A -> Ad B -> Ad C -> Purchase
Apply rule: 'Give 100% to Ad C' (Last Click) or 'Split evenly' (Linear)
Report revenue based on these assignments
Common Misconceptions
Believing the model is 'True' (It is just a representation)
Changing models to make numbers look better
Ignoring offline impact (Attribution usually requires a digital click)
Frequently Asked Questions
QShould I delete my attribution tool?
No. Use attribution for day-to-day campaign management (e.g., which creative is working). Use SpendSignal for budget allocation and strategy.
QWhat is the best attribution model?
There isn't one. They all have biases. Data-Driven Attribution is slightly better, but still ignores incrementality.