What are the different marketing attribution models?

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Marketers can use various marketing attribution models to examine the effectiveness of their campaigns.

Each attribution tool will have several models that you can use to optimize campaigns and generate reports. Here is a description of each model:

First-click attribution
This model attributes credit to the first channel the customer interacted with.

This model is popularly used when optimizing brand awareness and top-of-the-funnel conversions/engagement.

Last click attribution
This model attributes all credit to the georgia phone number data last channel the customer interacted with.

This model is useful if you want to understand which channels/interactions had the greatest influence immediately before a conversion/purchase.

Last-click attribution is the default attribution model for Google Analytics.

Multi-touch/channel attribution
This model takes into account all the channels or touchpoints that a customer interacted with during their journey.

This model is used when you want to assign weight evenly or to specific interactions.

There are different variations of the multi-touch model, including the time decay, linear model, U-shaped model, W-shaped model, and J-shaped model.

Customized attributions
This model allows you to manually set the weight for individual channels or placements within the customer journey.

This model is best suited for organizations that are experienced in using attribution modeling and have clear goals for which touchpoints have the greatest impact in the buyer's journey.