What is Attribution Model?
TL;DR
The rule determining which marketing touchpoints receive credit for a conversion. A customer might see a Facebook ad, search Google, click an email, then call your business, which channel "caused" the conversion? Attribution models answer this differently. Last-click-attribution credits the final touchpoint; First-Click Attribution credits the first; Linear Attribution distributes credit equally; Data-Driven Attribution uses machine learning. No model is "correct", they're different lenses for understanding customer journeys. Multi-touch attribution becomes important as marketing complexity grows. Most small businesses start with last-click (simple, actionable) but should explore data-driven attribution as they scale. The model you choose significantly affects how you evaluate channel performance and allocate budget.
On this page
Frequently Asked Questions About Attribution Model
Which attribution model should I use?
Start with data-driven if you have enough conversion volume (300+ monthly conversions). Otherwise, use last-click for simplicity but supplement with first-click analysis to understand awareness channels. No single model tells the complete story.
Why does attribution model choice matter?
Different models tell different stories about which channels work. Last-click makes SEO look great. First-click makes content marketing look great. Your budget allocation decisions depend on which model you trust, choose wisely.
Can I change attribution models in GA4?
Yes, in GA4 Admin under Attribution Settings. You can change reporting attribution for how reports display data. GA4 defaults to data-driven when you have sufficient conversion volume.
What's multi-touch attribution?
Any model that gives credit to multiple touchpoints (linear, position-based, data-driven) rather than single-touch (first or last). Multi-touch is more realistic because most conversions involve multiple interactions.
Terms Related to Attribution Model
Data-Driven Attribution
An Attribution Model using machine learning to determine how much credit each touchpoint deserves based on actual conver...
Read definition AnalyticsFirst-Click Attribution
An Attribution Model giving 100% conversion credit to the very first touchpoint in the customer journey. If someone disc...
Read definition AnalyticsLast-Click Attribution
An Attribution Model giving 100% conversion credit to the final touchpoint before conversion. If someone clicks a Google...
Read definition AnalyticsAverage Position
In Google Search Console, the average ranking position for a query or page in Google search results. Position 1 is the t...
Read definition AnalyticsBenchmark
Performance standards used for comparison, either industry averages or your own historical data. Benchmarks answer "is t...
Read definition AnalyticsBounce Rate
The percentage of visitors who leave your site after viewing only one page without any interaction. A high bounce rate (...
Read definition