Not sure which attribution model to choose? This article will help you learn more about each attribution model on our platform, with examples and best practices:
Single touch attribution
Last Click
This model attributes full credit to the final external touchpoint before conversion.
Example
In a situation where the customer sees your product on Instagram, visits your website but doesn't make a purchase, and later they see a Google ad for the same product and make a purchase immediately after clicking the ad, all conversions go for the Google ad.
Use Case
Use this model when you want to understand the immediate impact of your marketing efforts, particularly in cases where the customer journey is short and the final touchpoint that directly leads to conversions. However, without using other attribution models, you don't get to see the full customer journey, with all the influences on the final purchase.
Last Paid Click
Similar to Last Click, but it only attributes full credit to the last paid marketing touchpoint before conversion, excluding organic sources.
Example
For example, a customer sees a Facebook retargeting ad and then uses Google search to find your product.
In the Last Paid Click model, only paid marketing touchpoints receive credit for the conversion. Since the Facebook ad was the last paid marketing touchpoint before the customer made the purchase, it received full attribution for the sale. The last touchpoint (Google search result) is excluded.
Use Case
Use this model when you want to specifically evaluate the performance of your paid marketing efforts, without considering the impact of organic channels. However, keep in mind that with this attribution model you don't actually test whether or not the purchase would have happened anyways.
Last Non-organic Click
Excludes organic sources and attributes full credit to the last non-organic touchpoint. This model is similar to Last Paid Click but includes all non-organic touchpoints, whether paid or not.
Example
A customer visits your landing page after reading your blog article, then later uses Google search to find your product. In the last non-organic click model, the blog would be attributed full credit for the purchase, as it was the last non-organic touchpoint before the conversion. The visit from Google search won't be considered.
Use Case
This model is useful when you want to measure the effectiveness of without considering the impacts of organic channels. For organic channels you will need other attribution models.
First Click
Attributes full credit to the initial touchpoint in the customer journey.
Example
A customer discovers your ecommerce brand through an influencer's YouTube video, then later makes a purchase after seeing a Facebook ad. According to the First Click attribution model, full credit for the purchase would be attributed to the influencer's YouTube video.
Use Case
Try this model when you want to understand the initial touchpoints that introduce customers to your brand, particularly in the awareness and consideration stages of the customer journey.
Multi-touch attribution
Any Click
Attributes full credit for a conversion to all touchpoints in the customer journey. Each touchpoint receives the same credit.
Example
If a customer interacts with the same three touchpoints (Google search, Facebook ad, email newsletter) before making a purchase, each touchpoint will receive full credit for the conversion.
This model can granularly optimize performance within a specific channel by isolating each channel's impact.
Use Case
Best effective for companies with longer and more complex sales cycles where multiple touchpoints play a role in influencing conversions.
Linear All
Distributes credit equally to all touchpoints in the customer journey. Each touchpoint receives an equal share of the credit for the conversion, regardless of their position.
Example
Let's say a customer interacts with three touchpoints (e.g., Google search, Facebook ad, email newsletter) before making a purchase, each touchpoint would receive 33.3% of the credit for the conversion.
Use Case
Just like "any click", this multi-touch attribution model can be used for mapping out the customer journey and having a full view of your marketing efforts. However, both of these attribution models don't show the true value of individual marketing activities, but view them as a whole.
Brand-specific Attribution
Incrementality Adjusted Attribution
This is a most accurate customized attribution model tailored for specific brands and fine-tuned through incrementality testing. It involves in-market experimentation to determine the true impact of each touchpoint on conversions.
Example
We help brands conduct A/B testing to measure the incremental impact of marketing channels on conversions. By comparing conversion rates between a control group and a group exposed to a certain marketing channel, the brand determines the true impact of the marketing channel.
Use Case
If you want to truly understand the effectiveness of your marketing channels and optimize your budget allocation, we will help you run this highly accurate attribution model that reflects the true value of your marketing efforts.
By comparing the ROI generated from the group targeted by an ad or campaign with the group that wasn't targeted with any marketing activities, you are clearly outlining the real success of a marketing campaign. Conversions that would have occurred “naturally” aren't attributed here.
We are transferring one-time incrementality results into an attribution model that runs regularly and produces automatic dashboards to inform day-to-day marketing decisions. That is to say, we are operationalizing the incrementality test for the most accurate results.
Where to find different attribution models
You can easily switch between different attribution models in the Channel insights tab on your WorkMagic dashboard. On the right, click on the 3rd tab, and you will see a drop-down menu with all the attribution models we support.
