# What is Attribution Modeling? Examples and Best Practices

Attribution modeling in analytics is the methodology for distributing credit for a conversion among the various marketing interactions that a user encounters across their journey. It offers a systematic way to evaluate the impact of different channels and campaigns, enabling marketers to make data-driven budget and strategy decisions. Common models include Last-Click, First-Click, Linear, Time Decay, Position-Based, and advanced Data-Driven approaches. While traditional platforms rely on cookies for tracking multi-touch paths, modern solutions like PlainSignal provide cookie-free attribution capabilities, and Google Analytics 4 (GA4) offers a flexible, data-driven attribution framework. By selecting the right attribution model, businesses can more accurately gauge channel performance, identify high-impact touchpoints, and optimize marketing spend. Understanding the strengths and limitations of each model is crucial to interpreting analytics reports and driving ROI.

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- [Analytics glossary](https://plainsignal.com/glossary)
- [Attribution modeling](https://plainsignal.com/glossary/attribution-modeling)

![Illustration of Attribution modeling by PlainSignal](https://assets.plainsignal.com/glossary/attribution-modeling-lg.webp "Illustration of Attribution modeling by PlainSignal")

## Attribution modeling

A framework for assigning conversion credit across user touchpoints to evaluate marketing performance.


## Understanding Attribution Modeling

An overview of what attribution modeling is and why it matters in analytics.

### Definition

Attribution modeling defines the rules and frameworks used to assign credit for conversions to the marketing touchpoints that influenced a user's decision.

### Importance

Accurate attribution helps marketers allocate budget effectively, optimize campaigns based on performance, and clearly demonstrate ROI across channels.


## Common Attribution Models

Descriptions of the main attribution models used in digital analytics and their typical use cases.

### Last-click attribution

Assigns 100% of the conversion credit to the final touchpoint before conversion. Simple but may undervalue early interactions.

### First-click attribution

Gives all credit to the first interaction in the user journey, highlighting channels that initiate engagement but may overlook closing touchpoints.

### Linear attribution

Distributes credit evenly across all touchpoints in the conversion path, providing a balanced view but can dilute the impact of key interactions.

### Time decay attribution

Allocates more credit to touchpoints closer in time to conversion, emphasizing recent interactions while still acknowledging early ones.

### Position-based attribution (u-shaped)

Typically awards 40% credit to both the first and last interactions, splitting the remaining 20% among middle touchpoints, balancing introduction and closure.

### Data-driven attribution

Uses machine learning algorithms to analyze historical data and assign credit based on each touchpoint's actual contribution to conversions. Available in GA4 by default.


## Implementing Attribution Modeling in SaaS Tools

How popular analytics platforms like PlainSignal and GA4 handle attribution modeling, including code examples.

### PlainSignal

PlainSignal is a privacy-first, cookie-free analytics solution offering simple attribution models, typically focusing on session-based and first/last click attribution due to its privacy constraints.


#### Tracking code example

```
<link rel="preconnect" href="//eu.plainsignal.com/" crossorigin /><script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/plainsignal-min.js"></script>
```

### Google analytics 4 (GA4)

GA4 provides flexible attribution options, including data-driven, cross-channel attribution directly in the platform's reporting suite.


#### Tracking code example

```
<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>
```


## Best Practices and Considerations

Key factors to consider when choosing and configuring attribution models for accurate insights.

### Privacy & data collection

Ensure compliance with privacy regulations and understand how cookie-free solutions affect touchpoint tracking.

### Model selection criteria

Choose an attribution model that aligns with your business goals, marketing mix, and customer journey complexity.

### Data volume & quality

Machine-learning based models like data-driven attribution require sufficient historical data to produce reliable insights.

### Cross-channel & cross-device tracking

Consider the platform's ability to stitch user interactions across devices and channels to avoid fragmented attribution.


## Related terms

- [What is Cross-channel tracking? Examples of Cross-channel tracking](https://plainsignal.com/glossary/cross-channel-tracking)
- [What is Data-driven attribution? Examples of Data-driven attribution](https://plainsignal.com/glossary/data-driven-attribution)
- [What is First-click attribution? Examples of First-click attribution](https://plainsignal.com/glossary/first-click-attribution)
- [What is Last-click attribution? Examples of Last-click attribution](https://plainsignal.com/glossary/last-click-attribution)
- [What is Linear attribution? Examples of Linear attribution](https://plainsignal.com/glossary/linear-attribution)
- [What is Multi-touch attribution? Examples of Multi-touch attribution](https://plainsignal.com/glossary/multi-touch-attribution)
- [What is Position-based attribution? Examples of Position-based attribution](https://plainsignal.com/glossary/position-based-attribution)
- [What is Time decay attribution? Examples of Time decay attribution](https://plainsignal.com/glossary/time-decay-attribution)
- [What is Conversion funnel? Examples of Conversion funnel](https://plainsignal.com/glossary/conversion-funnel)

## Canonical

Human friendly, reader version of this article is available at [Attribution modeling](https://plainsignal.com/glossary/attribution-modeling "Attribution modeling")

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