Attribution basics

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Inextricably linked to marketing attribution are attribution models. Attribution models are basically the mathematical formulas used to divide the value the touchpoints brings in the customer journey. There are many different attribution models, the most important thing to know is that there is no one size fits all. Each organisation should seek to discover with attribution model fits best to their business and customers. This could even vary in different time periods, for example when running a sale campaign.

In this article we’ve explained the six most common attribution models, and two of our own created attribution models at Odyssey Attribution.

SINGLE TOUCH ATTRIBUTION MODELS

On the highest level we can make a distinguishment between single-touch and multi-touch attribution models. Single-touch attribution models only credits one touchpoint in the journey, where multi-touch attribution credits multiple touchpoints in the customer journey. Below you can find an image of some of the most used attribution models.

Last Click

The Last Click attribution model is the most commonly used attribution model in digital advertising. The model does as the name implies and gives 100% of the credit to the last touchpoint your organization had before the customer purchased.

First Click

A First Click linear model is the the opposite of the the Last Click attribution model. With the First Click attribution model, 100% of the credit is given to the first touchpoint in the customer journey.

Last Non-Direct Click

The Last-Non-Direct Click attribution model is a little bit more complicated. It’s still a single-touch attribution model, meaning that 100% of the credit is being given to a single touchpoint. However, if in this attribution model the last touchpointis ‘direct’, 100% of the credit is being given to the touchpoint prior to that touchpoint. The Last Non-Direct Click attribution model is the standard attribution model in Google Analytics.

MULTI TOUCH ATTRIBUTION MODELS

Linear

In the Linear attribution model all the credit for the transaction is being split eventually over the different clicks in the customer journey. Every click get’s the same amount of credit, regardless of the position of the click.

Time Decay

In a Time Decay attribution model all the click are being credited, but he amount to which the click is reward depends on the position of the click. As the click is closing towards the transactions, the click will receive more credit.

U-Shaped (Position Based)

The U-Shaped attribution model (which is being called Position Based by Google Analytics) gives most of the credit to the first and the last touchpoint, and then divided the rest of the credit over the other touchpoints in between. The first and the last touchpoint, each receive 40% o the credit. The remaining 20% of credit is being split between the touchpoints in the middle.

First Click Linar

The First Click Linear attribution model is created by Odyssey Attribution and gives most of the credit to the first touchpoint and then linearly decreased the amount of value as the touchpoint is further away from the first touchpoint.

Last Click Linear

Similar as the First Click Linear model the Last Click Linear attribution model is also created by Odyssey Attribution. The Last Click Linear attribution model is the exact opposite of the First Click Linear model. Most of the credit is being rewarded to the last touchpoint, the credit is then linearly being decreased as the touchpoints are further away from the last touchpoint.