Attribution is a key factor in making informed decisions on how to best assign marketing budget. By understanding which channels contribute most to your goals, you can allocate your budget more effectively and optimise performance. But with so many attribution models available, how do you decide which one is right?
In this blog post, we’ll break down the most commonly used attribution models, their benefits, and when to use them.
1. First-Click Attribution
The first-click attribution model gives full credit to the first interaction a customer has with your brand. I.e. If a customer clicks on an Instagram ad, then a TikTok ad, then a Google Search ad before converting, 100% of the conversion would be attributed to Instagram under this model.
When to use it
Ideal for campaigns focused on building awareness and attracting new audiences.
Pros
Great for understanding which channels drive initial interest
Useful for top-of-funnel campaigns
Cons
Overlooks contributions from middle and lower-funnel activities which may be responsible for finalising the conversion
2. Last-Click Attribution
This model gives 100% of the credit to the last touchpoint before conversion.
When to use it
If your business relies on straightforward purchase journeys, last-click attribution can provide clear insights into what drives final actions.
Pros
Simple to understand and implement
Highlights channels driving immediate conversions
Cons
Ignores the role of other touchpoints earlier in the journey
3. Linear Attribution
This model assigns equal credit to all touchpoints in the customer journey.
When to use it
Perfect for understanding the overall role of your marketing mix
Pros
Provides a balanced view of all interactions
Encourages multi-channel optimisation
Cons
Doesn’t prioritise more influential touchpoints
4. Position-Based Attribution
This model assigns 40% of the credit to both the first and last touchpoints in the customer journey, with the remaining 20% distributed evenly among the middle interactions.
When to use it
Position-based attribution works well for campaigns where both brand awareness and conversion efforts are crucial, offering a balanced perspective on the journey from start to finish.
Pros
Balances the importance of discovery and decision-making stages
Provides a more nuanced view of the customer journey
Cons
May oversimplify the contributions of certain touchpoints in the middle
5. Data-Driven Attribution
This advanced model uses machine learning to assign credit based on the actual influence of each touchpoint.
When to use it
Best suited for businesses with sufficient data to inform machine-learning models.
Pros
Tailored to your unique customer journey
Provides highly accurate insights
Cons
Requires a robust dataset and technical implementation
Choosing the Right Model
The ideal attribution model depends on your business goals, sales cycle, and available data. If you’re unsure where to start, test multiple models and compare the insights they provide. Over time, you’ll find the approach that best reflects your customers’ behaviour.
At Purpose Digital, we help brands navigate these decisions to build efficient, data-backed marketing strategies. If you’d like to know more, get in touch—we’re here to help.
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