Attribution Models Explained: Which One Should You Use
TL;DR — Key Takeaways:• Attribution models determine which touchpoints get credit for conversions• Last-click undervalues awareness channels; first-click undervalues closers• Data-driven attribution (DDA) uses machine learning and is now GA4’s default• No model is “correct” — each answers a different question• Compare multiple models to understand your full customer journey Why Attribution Models Matter A … Read more