Setting up attribution models correctly will enable marketing budgets to be allocated to the right channels and campaigns. In a utopian world of a marketer, the consumer would buy the product in the first interaction. That’s very rare. Similarly, it is also not possible that only the last click drove the user to conversion. More at https://www.damansoni.com/post/attribution-model

1. damansoni.com
Which
Attribution
Model Should
You Use?

2. SINGLE
TOUCH
ATTRIBUTION
MODELS
damansoni.com

3. First-Interaction1.
ATTRIBUTION MODEL
Assigns 100% credit to the very first
interaction that engages the user and
drives him to the website.
Pros & Cons @ damansoni.com

4. First-Interaction1.
ATTRIBUTION MODEL
PRO: Good to measure brand awareness
campaigns
CON: No credit given to other clicks
Pros & Cons @ damansoni.com

5. 2. Last-touch
ATTRIBUTION MODEL
Assigns 100% of the credit to the last
touchpoint before conversion.
More about giving weightage to the customer journey @ damansoni.com

6. 2. Last-touch
ATTRIBUTION MODEL
PRO: Easily tracked
CON: Does not give any weightage to the
customer journey across different channels

7. 3. Last Non-Direct
ATTRIBUTION MODEL
In this case 100% credit is given to the
last marketing activity and not the last
touchpoint before the user converts.
Why? @ damansoni.com

8. 3. Last Non-Direct
ATTRIBUTION MODEL
PRO: Direct traffic discounted
CON: Does not give any weightage to the
customer journey across different channels.

9. MULTI TOUCH
ATTRIBUTION
MODELS

10. 4. Linear
ATTRIBUTION MODEL
Gives equal credit to each ad a user
clicks along the way to a conversion,
regardless of where in the conversion
path the interaction occurs.
Example @ damansoni.com

11. 4. Linear
ATTRIBUTION MODEL
PRO: Gives credit to all touchpoints
CON: Inflexible in assigning greater weights
to more influential interactions

12. 5. Time Decay
ATTRIBUTION MODEL
More credit is given to ads that the user
has interacted with closer to the
conversion time.

13. 5. Time Decay
ATTRIBUTION MODEL
PRO: Gives credit to all clicks
CON: Not very suitable for products
with a short duration sales cycle

14. 6. U Shaped
ATTRIBUTION MODEL
The first and the last interactions get
40% credit.
The remaining 20% credit is shared
between the other interactions.

15. 6. U Shaped
ATTRIBUTION MODEL
PRO: Weighs in heavy on creating brand
awareness (first interaction) & conversion
(last interaction)
CON: Lopsided weightage given

16. 7. W Shaped
ATTRIBUTION MODEL
Assigns maximum credit to the
interactions creating brand awareness,
generating the lead & the last interaction
before conversion.

17. 7. W Shaped
ATTRIBUTION MODEL
PRO: Gives a huge weightage to key
touchpoints
CON: Difficult to track

18. 8. Full Path
ATTRIBUTION MODEL
Attributes revenue to activities
throughout the entire customer journey.

19. 8. Full Path
ATTRIBUTION MODEL
PRO: Since it tracks every marketing effort, it
helps marketer see what exactly is working
CON: Resource-intensive and is advised for
scaled-up teams

20. 9. Custom
ATTRIBUTION MODEL
The marketer needs to have an in-depth
understanding of the user journey so
that she can assign the right weightage
for each interaction.

21. 9. Custom
ATTRIBUTION MODEL
PRO: Closest to reality if implemented
correctly
CON: Resource-intensive & difficult to
figure out the right weightage

22. SINGLE TOUCH
ATTRIBUTION
MODELS

23. MULTI TOUCH
ATTRIBUTION
MODELS

24. For more on Attribution Models visit
damansoni.com