In digital marketing, attribution refers to the process of assigning credit or value to specific touchpoints or marketing channels that have contributed to a desired outcome, such as a conversion or a sale.
An attribution model is used to identify which marketing efforts or channels have been most effective in driving conversions or achieving business goals, and to understand the customer journey that led to those outcomes. Effective attribution requires the ability to track user interactions across multiple devices and channels, and to identify the specific touchpoints that influenced a customer’s decision to convert. An attribution model can help marketers optimize their campaigns and allocate their budgets more effectively by identifying the most impactful channels and touchpoints in the customer journey.
From September 2023, Google are sunsetting First-click, linear, time-decay and position-based attribution models. Google points out that less than 3% of conversions in Google Ads using these models. This will mean the Cross-channel data-driven, last click and Ads preferred models will remain.