What is an attribution model?

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measurability of actions
In particular, the latter is given by the possibility of tracking every online step in our consumer's customer journey, making the results of the action taken on the single channel and for each activated tool measurable in an objective and timely manner.

But what happens when multiple channels and tools are used within the digital strategy in a logic of interdependence and omnichannel?

To find an answer to this question, attribution models were born , whatsapp resource that is, statistical models capable of attributing to each digital tool the responsibility for a certain action carried out by the user, allowing us to evaluate which marketing action was most profitable.



How does an Attribution Model work?
Google defines attribution models as: “A rule, or set of rules, that determines how a conversion is assigned to a single touchpoint along the conversion journey.” How can we translate this?

Let's imagine the path of a user who, through a search on his browser, comes across one of our ads on the search network. After a few days, he returns to the site through an ad seen on Facebook; finally, in the afternoon, finding a newsletter in his mailbox, he returns to the site now determined to buy your product.

Which of these channels helped close the sale ? Which traffic source was most useful to my strategy?