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Definition
An attribution model is the rule that decides how credit for one order is shared among the touchpoints before it, such as an ad view, an ad click, an email or a search. Different models give different channel numbers from the same orders.
How to use it
Common rules include last click, which gives all the credit to the final touchpoint, first click, which gives it to the first, and linear, which splits it evenly. Position-based and time-decay rules give more weight to some touchpoints than others. Each rule answers a different question, so the choice should follow the decision the report is used for.
Write the model next to every channel number in a report. A channel that looks weak under last click can look strong under first click, and the budget decision may change with it. No attribution model proves that an ad caused a sale by itself. For that question, a holdout test or an incrementality check is needed.
