Attribution modeling is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
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When should you use First-Touch vs. Last-Touch attribution?
First-Touch is great for understanding which channels drive Awareness. Last-Touch is great for understanding what finally "convinced" the user to buy. Many modern teams use "Linear" or "U-Shaped" models to give credit to multiple touchpoints.
Knowledge Challenge
Mastered Attribution Modeling (First vs. Last Touch)? Now try to guess the related 6-letter word!
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