Attribution Model – is a rule or set of rules that determines how value is distributed among touchpoints in the conversion path. For example, in the Last Interaction model, 100% of the conversion value is assigned to the touchpoints (clicks) that immediately precede the conversion. In the First Interaction model, 100% of the conversion value is assigned to the touchpoints that are first in the interaction chain. Besides these two, there are other attribution models as well.
Attribution model
A rule or set of rules that defines the principle of distributing value among the interaction points in a conversion path.
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