Attribution Model

Definition

An attribution model defines how you assign conversion credit across touchpoints (for example first-click, last-click, or multi-touch).

Example

A last-click model gives 100% credit to branded search, while a linear model splits credit across ads, email, and organic.

How to use it

• Keep model and window consistent when comparing campaigns.
• Use incrementality tests when attribution is heavily biased (especially retargeting).
• Document the model used in dashboards so teams do not compare apples to oranges.

Common mistakes

• Changing the model mid-quarter and breaking performance baselines.
• Treating attribution as causal without validation.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

• Write a 1-line definition for "Attribution Model" that your team will use consistently.
• Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
• Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
• Use a calculator that references this term (e.g., Incrementality Lift Calculator) to sanity-check assumptions.
• Read the related guide (e.g., Attribution vs incrementality: what to trust, when, and how to test) for context and common pitfalls.

Where to use this on MetricKit