Attribution Modeling
Overview
Attribution modeling is a reporting model that allows marketers to understand a consumer's path to conversion. It shows how each media channel, vendor, and targeting tactic contributes to driving a consumer through the conversion funnel to apportion media ROI by the percentage of credit that is deserved. The different types of attribution modeling include lower funnel, full funnel, and cross channel.
Lower-Funnel Attribution
Lower-funnel attribution, also known as click-based attribution, studies the last click that drove a conversion, but it does not take into account the assisting clicks along the way. This model provides a strong sense of how well click-based media are working because it looks at the customer's last touch point (i.e. click) before conversion. However, lower-funnel attribution does not always provide a strong case for display media, which relies heavily on viewing metrics (i.e. impressions).
In the example above, the last media channel that the consumer interacted with before converting was paid search (this was done by clicking on a paid search ad after a search query). Therefore, paid search gets the full credit for the conversion.
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