Attribution gotchas

Attribution tells you which marketing touch drove a conversion. Multiple models exist; none are perfect.

Models

• Last-click (simple, biased to bottom of funnel)
• First-click (biased to top)
• Linear (equal weight)
• Data-driven (algorithmic)

CRO-specific concerns

• Same-user multi-touch: which page gets credit?
• Cross-device: hard to attribute
• Delayed conversions: attribute to session or first-touch?

Pragmatic

Use platform attribution for directional signal, test for specific optimization, holdouts for truth.