Glossary / Attribution model
What is Attribution model?
An attribution model is the rule that decides which marketing touch gets credit for a sale when a customer saw several before buying.
Someone reads your blog post, clicks an email a week later, then searches your name and buys. Three touches, one sale. An attribution model is the rule you pick for handing out the credit.
The common rules are simple. Last click gives everything to the final touch. First click gives everything to the first. Linear splits it evenly across all of them. Each rule tells a different story from the exact same data.
No model is true. They are all guesses about human behavior, and every one of them misses the touches you never see, like a friend's recommendation. Pick one, stay with it, and read the trend rather than the exact number.
In Creaiter
Creaiter's campaign dashboards and Google Analytics integration show which channels touched a conversion, so you compare channels instead of guessing.