A simple way to distribute attribution fairly across all stages
Posted: Thu Jan 23, 2025 8:19 am
3. Linear attribution model
The linear model distributes attribution evenly across all touchpoints a customer interacts with. This means that if a customer went through multiple steps, each of which was important to their decision, each channel will receive an equal share of the credit.
Advantages:
Takes into account all channels, which helps to evaluate the complex contribution of different touchpoints.
Flaws:
May not always accurately reflect the true value of individual channels if one played a more significant role in the process.
4. Time-Decreasing Attribution Model
In this model, channels that the user interacted with closer to the time of purchase receive more weight. That is, if the purchase was made through search advertising, but the customer interacted with banner advertising before that, then search advertising will receive a greater contribution.
Advantages:
Allows you to take into account the influence of the list of uae whatsapp phone numbers last stages of the customer journey, which is relevant for analyzing conversions in the case of long purchasing cycles.
Well suited for campaigns aimed at closing a sale.
Flaws:
May underestimate the importance of the early stages, when users are just beginning to get to know the brand.
5. Positional Attribution Model
This model places more emphasis on the first and last touchpoints. For example, 40% of the attribution goes to the first touchpoint, 40% to the last touchpoint, and the remaining 20% is distributed equally between the remaining stages.
Advantages:
A good balance between recognizing the importance of the early and late stages of the customer journey.
Provides more accurate attribution distribution.
Flaws:
The linear model distributes attribution evenly across all touchpoints a customer interacts with. This means that if a customer went through multiple steps, each of which was important to their decision, each channel will receive an equal share of the credit.
Advantages:
Takes into account all channels, which helps to evaluate the complex contribution of different touchpoints.
Flaws:
May not always accurately reflect the true value of individual channels if one played a more significant role in the process.
4. Time-Decreasing Attribution Model
In this model, channels that the user interacted with closer to the time of purchase receive more weight. That is, if the purchase was made through search advertising, but the customer interacted with banner advertising before that, then search advertising will receive a greater contribution.
Advantages:
Allows you to take into account the influence of the list of uae whatsapp phone numbers last stages of the customer journey, which is relevant for analyzing conversions in the case of long purchasing cycles.
Well suited for campaigns aimed at closing a sale.
Flaws:
May underestimate the importance of the early stages, when users are just beginning to get to know the brand.
5. Positional Attribution Model
This model places more emphasis on the first and last touchpoints. For example, 40% of the attribution goes to the first touchpoint, 40% to the last touchpoint, and the remaining 20% is distributed equally between the remaining stages.
Advantages:
A good balance between recognizing the importance of the early and late stages of the customer journey.
Provides more accurate attribution distribution.
Flaws: