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There are several popular attribution models in the market. Based on the channel's position in the sequence, they can be classified as follows:
𝗙𝗶𝗿𝘀𝘁 𝗖𝗹𝗶𝗰𝗸: attributes the entire conversion value to the first source in the sequence that introduced the user to the brand.
𝗟𝗮𝘀𝘁 𝗖𝗹𝗶𝗰𝗸: a popular model where conversion is attributed to the last channel that led to the desired action.
𝗟𝗮𝘀𝘁 𝗡𝗼𝗻-𝗗𝗶𝗿𝗲𝗰𝘁 𝗖𝗹𝗶𝗰𝗸: was default in Google Analytics reports. The full conversion value is assigned to the last channel in the sequence. However, if it's a direct visit, the value is attributed to the preceding source.
𝗟𝗮𝘀𝘁 𝗣𝗮𝗶𝗱 𝗖𝗹𝗶𝗰𝗸: similar to Last Click, but only considers paid (cpc/cpm) traffic.
𝗟𝗶𝗻𝗲𝗮𝗿: the value of the transaction is evenly distributed among all channels in the sequence. It is more advanced than single-channel models, as it considers all sessions before the order.
𝗧𝗶𝗺𝗲 𝗗𝗲𝗰𝗮𝘆: the value of the transaction is distributed incrementally among the channels, especially favoring the last one in the sequence and those closer in time to the conversion.
𝗨-𝘀𝗵𝗮𝗽𝗲: two sources receive higher value (40% each): the one that attracted the customer and the one that motivated the conversion. The remaining 20% is evenly distributed among all channels in the middle of the funnel.
𝗠𝗮𝗿𝗸𝗼𝘃 𝗖𝗵𝗮𝗶𝗻𝘀: an algorithmic model that assesses the mutual influence of channels on conversion and identifies the most significant channel.
𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: another algorithmic model, typically built on Shapley Vector. Considers the order of the channel in the sequence and evaluates how the presence of this channel overall influenced the conversion. Changing session order won't alter the Shapley Vector's value.
𝗣𝗼𝘀𝘁-𝗩𝗶𝗲𝘄: attributes value not after a click but after the user sees the ad and within the attribution window (e.g., 7 days), visits the site, and performs a conversion action.
𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝘃𝗲 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Predicts future revenue from an acquired user based on behavioral factors during a specific session. Used in conjunction with machine learning algorithms by services like Segmentstream and Tomi AI.
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