Attribution Models

If a customer clicks a Facebook ad, then an email, then a Google Search ad before buying, who gets the credit? Attribution Models decide. The default is often “Last Click,” which gives 100% of the credit to the final step (Google Search). But this ignores the Facebook ad that introduced them to your brand. For Niagara businesses investing in multiple channels, getting attribution right is critical for budget allocation.

In this archive, we compare different models: Last Click, First Click, Linear (everyone gets equal credit), and Data-Driven. We explain why relying solely on Last Click might lead you to accidentally fire your best “introducer” (like social media). Learn how to choose the right model to see the full picture of your marketing performance.