What is an attribution model?
Posted: Wed Jan 08, 2025 4:07 am
In the following post we tell you what an attribution model is, what types exist and how to create them in HubSpot.
An attribution model is an approach used in digital marketing to determine how conversion or sales credits should be assigned to the different marketing channels and tactics that contribute to meeting a company's goals. That is, different values are assigned to each communication channel that a user goes through before performing a conversion action.
The main goal of an attribution model is to be able to define which marketing channel(s) or tactic(s) we attribute a conversion to. By assigning a value to each touchpoint, we seek to understand which actions or strategies are most effective in achieving objectives and make informed decisions about resource and budget allocation.
Benefits of using an attribution model
This tool makes it easy to identify and assign value to the different marketing channels and tactics related to a customer's conversion process . Below we highlight some of its main advantages:
Highlight the most effective channels : An attribution model will allow you to identify all the touchpoints with the greatest impact on the conversion process. The way to do this is by analyzing the value of each tactic and medium; with this report, you can make decisions on the allocation of marketing resources to improve ROI and results.
Understanding the user-brand relationship : In addition to analyzing chile phone number performance, an attribution model can provide other types of information about the channels and marketing tools used. In this case, the customer experience, how they relate to products and services and marketing pieces; with this information, it is possible to optimize the entire process.
Improve results measurement : In line with the analysis of the previous points, results measurement is facilitated. Having an accurate report on the performance of marketing efforts and the results in the KPIs positively impacts decision making and the improvement of campaigns.
Types of attribution models, their objectives and ways of carrying them out
There are different types of attribution models, such as last click, first click, and linear, each with its own assumptions and approaches to assigning value. The choice of model depends on factors such as the complexity of the conversion process, data availability, and the specific context of the business. Here's what they are, how they work, and when you should choose them.
#1 Last click
In this type of model, all conversion credit is assigned to the customer's last interaction or click before the conversion. It is used to analyze processes that are directed to a single touchpoint, as occurs in direct sales or subscription campaigns (for example, in an e-commerce or a blog, respectively). It is important to keep in mind that loading all the information on the last moment of interaction can be biased as it does not pay attention to or value the entire previous process. Having the information on the last click and assigning all the load there, the marketing department can evaluate the different developments of the leads and define more or less effective channels for a linear objective.
An attribution model is an approach used in digital marketing to determine how conversion or sales credits should be assigned to the different marketing channels and tactics that contribute to meeting a company's goals. That is, different values are assigned to each communication channel that a user goes through before performing a conversion action.
The main goal of an attribution model is to be able to define which marketing channel(s) or tactic(s) we attribute a conversion to. By assigning a value to each touchpoint, we seek to understand which actions or strategies are most effective in achieving objectives and make informed decisions about resource and budget allocation.
Benefits of using an attribution model
This tool makes it easy to identify and assign value to the different marketing channels and tactics related to a customer's conversion process . Below we highlight some of its main advantages:
Highlight the most effective channels : An attribution model will allow you to identify all the touchpoints with the greatest impact on the conversion process. The way to do this is by analyzing the value of each tactic and medium; with this report, you can make decisions on the allocation of marketing resources to improve ROI and results.
Understanding the user-brand relationship : In addition to analyzing chile phone number performance, an attribution model can provide other types of information about the channels and marketing tools used. In this case, the customer experience, how they relate to products and services and marketing pieces; with this information, it is possible to optimize the entire process.
Improve results measurement : In line with the analysis of the previous points, results measurement is facilitated. Having an accurate report on the performance of marketing efforts and the results in the KPIs positively impacts decision making and the improvement of campaigns.
Types of attribution models, their objectives and ways of carrying them out
There are different types of attribution models, such as last click, first click, and linear, each with its own assumptions and approaches to assigning value. The choice of model depends on factors such as the complexity of the conversion process, data availability, and the specific context of the business. Here's what they are, how they work, and when you should choose them.
#1 Last click
In this type of model, all conversion credit is assigned to the customer's last interaction or click before the conversion. It is used to analyze processes that are directed to a single touchpoint, as occurs in direct sales or subscription campaigns (for example, in an e-commerce or a blog, respectively). It is important to keep in mind that loading all the information on the last moment of interaction can be biased as it does not pay attention to or value the entire previous process. Having the information on the last click and assigning all the load there, the marketing department can evaluate the different developments of the leads and define more or less effective channels for a linear objective.