Attribution is the Foundation of Smart Marketing
Every marketing dollar spent should be accountable. Attribution models help you understand which channels, campaigns, and touchpoints actually drive results — and which ones are wasting your budget.
Common Attribution Models
- Last Click — Credits the final touchpoint before conversion. Simple but misleading — ignores all upstream influence.
- First Click — Credits the first interaction. Useful for understanding discovery channels but ignores the conversion path.
- Linear — Distributes credit equally across all touchpoints. Fair but lacks nuance about which interactions matter most.
- Time Decay — Gives more credit to touchpoints closer to conversion. Good for short sales cycles.
- Data-Driven — Uses machine learning to assign credit based on actual conversion patterns. Most accurate but requires significant data volume.
Choosing the Right Model
There is no universal best model. The right choice depends on your sales cycle length, channel mix, and data maturity. Short sales cycles benefit from time-decay models. Complex B2B funnels need data-driven or position-based approaches.
The Real-World Approach
The most effective strategy is running multiple models simultaneously and comparing the results. When different models tell different stories, that is where the real insights live — in the gaps between them.
At Growoons, we provide multi-dimensional analytics dashboards that let you compare attribution models side by side, giving you complete clarity on where your marketing budget delivers the highest returns.