Attribution and measurement

Assigning credit for a conversion when a visitor touched several channels first. Covers the standard models, their trade-offs, lookback windows, and the incrementality methods that answer what a channel actually caused rather than what it merely preceded.

Pages in this section

• Attribution Model
• Last-Click Attribution
• First-Click Attribution
• Linear Attribution
• Time-Decay Attribution
• Position-Based (U-Shaped)
• Data-Driven Attribution
• Multi-Touch Attribution
• Marketing Mix Modeling
• View-Through Conversions
• Click-Through Attribution
• Post-View/Post-Click
• Lookback Window
• Conversion Lag
• Incrementality
• Lift Study
• Geo Experiment
• Holdout
• Matched-Market Test
• Cross-Device Conversions