7 must-know marketing attribution definitions to avoid getting gamed

April 03, 2024

Here are seven attribution models and related factors you need to know to be on the lookout. Multi-touch attribution (MTA)This method of attribution assigns credit for a conversion to multiple marketing touchpoints. Common attribution models are last-touch, last-touch, linear, decay and the always popular black box, data-driven. If you are running retargeting, email or branded search campaigns, move to later attribution models (including the still-too-common last-touch model). The truth about marketing attribution models and metricsEven if some of these forms of measurement are simply applied incorrectly by marketers with good intentions, it’s still your brand’s budget that takes the hit.

The source of this news is from Search Engine Land