Mind the attribution gap In June, Aaron Levy wrote an excellent post on the best attribution model for search. In it, he describes the top rules-based attribution models, along with the high-level pros and cons of each model. First-click (or first-touch) attribution models give 100 percent of the credit for a conversion to the consumer’s first touch point, whereas last-click attribution models assign conversion credit to the last touch point leading up to a conversion.
- marketers tend to look at attribution within our own channel silo, so it’s not easy to understand the full picture of a multi-channel environment.
- Attribution modeling has seen incredible progress over the years, offering increasingly better solutions to track touch points throughout a conversion.
- Technology companies are still piecing together the components needed to provide a full solution to fill in the gaps in current attribution models.
“Most companies are just beginning to scratch the surface of multi-channel and cross-device attribution. Technology companies are still piecing together the components needed to provide a full solution to fill in the gaps in current attribution models. It leaves us to question, do we have an attribution problem that we might not be aware of?”