Those interested in digital marketing may be asking themselves, What is attribution modeling? Attribution models help marketers develop and adjust marketing strategies by determining which customer touch points are responsible for creating impressions across various marketing channels and platforms.

First touch vs. last touch attribution: What’s the difference?

Many marketers wonder about first touch vs. last touch attribution. Both methods are “single source attribution models,” meaning they give credit for customer impressions to a single touch point. This means, in first touch attribution, a customer’s first interaction with a brand is given credit for customer conversion, while in last touch attribution it’s the last customer touch point prior to conversion that receives credit.

What is multi-touch attribution?

Multi-touch attribution models assign fractional credit to different touch points for customer impressions along the sales funnel or customer journey. This type of attribution is more complex and helps marketers form a more accurate picture of which touch points are most responsible for customer conversion.

What is a good attribution modeling tool?

There are many good attribution modeling tools available to digital marketers. Google Ads is one of the most popular, and offers useful attribution modeling functionality that helps marketers understand impacts to campaign performance and KPIs. Other leading industry tools include HubSpot, Branch, and Ruler Analytics.