The e-commerce company that I work with possibly uses multiple attribution models, from first-touch attribution to time decay as there are many variables to the buyer’s journey and what actually drives the conversion. For example, if we need to bring traffic to our new sales and offers page or blog articles, we’d use first-touch attribution. But for an e-commerce website, the most effective model would be time decay which credits every interaction leading to the conversion, add to cart, and checkout rate in this case, and places the most value on the activity that actually drove the conversion.