Attribution
📖 3 min readUpdated 2026-04-19
Attribution models assign credit to touchpoints in the customer journey. Multi-touch attribution is ideal; reality post-privacy is multi-touch plus MMM plus holdouts.
Models
- Last-click (simple, biased toward bottom of funnel)
- First-click (biased toward top)
- Linear (equal across all touches)
- Data-driven (algorithmic)
Tools
- Platform self-report (biased)
- GA4 data-driven
- MMM for macro view
- Holdout tests for ground truth
Pragmatic approach
Use platform data directionally, MER for truth, holdouts for validation.