This article will explain the concept of marketing attribution—the process of assigning credit for a conversion to the various marketing touchpoints that influenced the customer. It will define and contrast the two most basic models: First-Touch Attribution, which gives 100% of the credit to the very first marketing channel a customer interacted with, and Last-Touch Attribution, which gives 100% of the credit to the final channel they interacted with before converting. The article will discuss the pros and cons of each model and explain how they can provide different, and sometimes misleading, views of marketing performance.
Udith Babu K N