Attribution · informational
Attribution Models Explained: First, Last, Linear & More
Common attribution models include first-click, last-click, linear, position-based and time-decay. Each answers a different question about the customer journey.
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The core idea
First-click emphasizes discovery; last-click emphasizes the final touch; linear spreads credit evenly; position-based weights selected touchpoints; time-decay gives more credit to later interactions.
What matters in practice
Use one model consistently for a decision context, then compare alternatives when the result would materially change budget allocation.
Decision rule
ClickMagick currently lists advanced multi-touch models including Linear, Position-Based and Time Decay.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.