linear as it covers first and last touch for a simple business
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time decay
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time decay, CTAs and email change strategies
For our business, the multi-touch attribution model works best because our customers interact with several touchpoints before making a decision. It allows us to see the combined impact of content, ads, and referrals rather than crediting only the first or last interaction
time decay
I am yet to test or try any model but I will try few based on my goals very soon.
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Hi everyone!
As I launch my freelance services focusing on B2B Marketing Automation, I am currently in the phase of designing my tracking architecture. Because I haven’t fully deployed a historical attribution dashboard yet, my immediate goal is to accurately track how automated workflows and data routing influence the entire buyer’s journey, step by step.
When it comes to choosing a model, my philosophy is simple: marketing is a process, not a single isolated event.
It is incredibly easy to fall into the trap of giving all the credit to the first touch or the last click. However, every part of the funnel carries its own weight. We often attribute value to a single conversion event, but that event is usually the visible result of a long chain of previous interactions, content consumption, and even the prospect’s underlying emotional state at that specific moment. There is so much “hidden relevance” in the steps leading up to the final decision.
For this reason, I am planning to experiment heavily with the Full-path attribution model or similars ones. I believe it provides the most balanced and realistic view for B2B cycles. By assigning 22.5% of the credit to the four major milestones (first touch, lead creation, deal creation, and closed-won) and distributing the rest to intermediate touches, it acknowledges the entire ecosystem that builds trust. It prevents us from assigning too much importance to one isolated action.
That being said, I am completely open to other approaches and models! I know I still have a lot to learn, and I am sure that as I continue with this course, my understanding of this entire phenomenon will deepen significantly. I’m staying humble and eager to soak up all the knowledge I can from this community.
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I haven’t tried any attribution model yet, but I think it will be helpful in measuring marketing channels and customer touchpoints and valuable actions like sales and specific sign ups.
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As a student who hasn’t entered the market yet, I haven’t used attribution reporting in a real business. I’m currently learning how different models can help track which content and marketing activities contribute most to conversions.
I would use the linear attribution model because it give equal credit to evry interaction a customer has before converting. I think this would help me understand the full customer journey more clearly
I will try soon.