Attribution Model

An attribution model is a rule or method for assigning credit for a desired outcome across marketing interactions. A prospective customer might discover a landscaper through search, return through a social post, and submit a quote request after clicking an email link. A model determines how those recorded touchpoints share credit. Some approaches favor the last interaction; others distribute credit in different ways. Attribution reports depend on what can be measured and may omit offline conversations or privacy-restricted activity. They describe a chosen view of the customer path rather than proving that one channel caused the sale. Compare models cautiously before moving a marketing budget.