This document discusses attribution modelling in R. It introduces the Markov attribution model, which is based on probability of state transitions and is the default model in R. The ChannelAttribution package in R allows pulling in data from Google Analytics and modeling non-conversion and conversion paths. Some use cases for attribution modelling include splitting paths by purchase counts, replacing some channels, attributing costs, and predicting customer flow and conversions. Limitations include not accounting for offline campaigns or unique users across devices.