Attribution Model

An attribution model is the rule you use to decide which touchpoints get credit for a conversion. A visitor might find you through a search, return from an email, and finally convert from a social post — attribution is how you divide the credit among them.

The model you pick shapes which channels look valuable, so it's worth choosing on purpose. It's also getting harder, because zero-click search and privacy limits mean you can see less of the path than you used to.