One of the most common questions marketers ask when getting started on attribution reporting is which model they should use?
The answer depends on the goals of your team and the supporting analysis that’s expected of you. The important thing to remember is that there isn’t a one size fits all for attribution reporting: when in doubt use multiple models.
With this in mind:
Which attribution model have you been using or experimenting with to measure the success at your business?
If you haven't quite started with attribution, what are you trying to measure or track using attribution reports?
In my work, I’ve been experimenting mostly with multi-touch attribution, especially position-based and data-driven models. I like these models because they better reflect how customers actually move through the funnel instead of giving all the credit to the final touchpoint. In most cases, awareness and consideration channels (like paid social or email) play a big role early on, and I don’t think last-click alone tells the full story. I’ll still reference last-click for quick performance checks, but I rely on multi-touch to understand influence and contribution across channels.
If attribution wasn’t fully in place yet, the main things I’d want to measure are how different channels assist conversions, which touchpoints drive initial interest, and where prospects tend to drop off. Attribution reports are especially useful for understanding what’s driving quality traffic versus just volume, so marketing decisions are based on impact, not assumptions.
have a question - does a business really create a buyer persona and then tweak it whenever required or is it just a mental model of your target audience?
We’ve been using multi-touch attribution, mainly linear attribution, to understand how blog content, landing pages, and email sequences collectively influence conversions for SaaS founders.
The goal is to see which pieces of content support activation and sales conversations over time, rather than crediting a single touchpoint. This helps us refine messaging, prioritize high-impact content, and align copy with the stages of the SaaS buyer’s journey.
The question appears to be fragmented, but it seems to relate to understanding how to approach starting a task or project, especially when considering support and customization. When getting started, it’s important to identify your specific goals and needs. Asking questions like “What am I trying to achieve?” helps clarify your purpose. Supporting analysis involves understanding the context and resources available, which can vary depending on the task. The mention of “a one size fits all” suggests skepticism about generic solutions; instead, tailored approaches are often more effective. Experimenting with different methods allows you to discover what works best for your unique situation. The key is to be flexible and open to adjusting your strategies based on feedback and results. This process involves setting clear objectives, assessing available support systems, and being willing to adapt your approach rather than relying solely on standardized solutions. Ultimately, success depends on understanding your specific needs and customizing your efforts accordingly, rather than applying a uniform method that may not fit all scenarios.
We utilize several conversion paths in the buyer's journey. To accurately measure the impact of these steps, we've chosen the time decay attribution model as the optimal approach for our general customer base.
I’m not sure how relevant attribution really is for long sales cycles—especially now with so much happening in dark social. A prospect might click an ad or read a blog post, but they can dismiss it just as quickly. In my view, the most reliable way to understand what truly influenced them is simply to ask directly how they heard about the company. That’s often the only way to identify which channels are actually shaping their decision.
Direct attribution often misses "Dark social" influence. in long sales cycle, asking customers directly is the most reliable way to identify what truly shaped their decision.
Nov 16, 20257:48 PM - last edited on Nov 17, 20255:17 AM by BérangèreL
Member
Hello everyone, I am probably going to start with first touch to see if there is any impact and will add additional tests over time using a linear model.
Just a small personal insurance agency looking to increase traffic, leads and growth.
For my business, a multi-touch attribution model would work best because it would show the full picture of how each interaction contributes to conversations rather than giving all the credit to just one touchpoint.
