Attribution modeling
Attribution modeling is a way of measuring the impact of different marketing efforts across the customer journey, so that advertisers can assess which channels or campaigns are most effective in driving conversions.
As they engage with a brand, users are exposed to various marketing touchpoints — both paid and organic — which can influence them to take a particular action (installing an app or making a purchase, for example). Attribution models analyze interactions with these touchpoints, and work out their contribution to the decision-making process.
Attribution modeling can be single-touch, analyzing the effectiveness of a single click, or multi-touch. Multi-touch attribution models (MTAs) help marketers understand how consumers make decisions across multiple brand engagements over time.