A Comprehensive Guide To Marketing Attribution Models [Guide]

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey. Search Engine Journal has published ‘A Comprehensive Guide To Marketing Attribution Models’ explaining different marketing attribution models. Kayle Larkin says, “There are six common attribution models, and each distributes conversion value across the buyer’s journey differently. Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software. 1. Last Click The last click attribution... [...]