An attribution model is a methodology that is applied to all of a campaign’s or advertisers conversion paths in order to determine how to distribute the credit for a conversion. If you are a retailer, for instance, and you find that $200,000 of your revenue in the past month were to users who were exposed to your paid media, attribution models help you figure out how to allocate the credit for the $200,000 across the elements of your paid media. Attribution models help you understand the value of channels, campaigns, placements, keywords, etc… based on the revenue they may have helped generate
Various attribution models can be compared against each other to determine which is the best fit for your goals and gain a more holistic view of each media’s contribution. There is no one perfect model, an organization should continuously update their models and examine their ability to predict future performance.
