Which attribution model works best for your business?

[JorieMunroe]

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?

[MMatsushita]

1. I can use the Time Decay attribution model because our marketing campaigns are short-term, and I want to give more credit to the interactions that happen closer to the point of conversion. This helps us identify which recent touchpoints are most effective at driving leads. Also, I understand which content and channels contribute most to lead generation and customer conversion. Attribution reporting will help us optimize budget allocation by revealing which touchpoints play a key role in driving results throughout the buyer’s journey.

[Racheal1]

I'm trying to measure the most valuable assests that generated leads and customers 

[MJoseph83]

First/last touch and time decay.

[indriana89]

Choosing the best attribution model (first/last touch single-source, multi-touch, linear, full-path, or time decay) for your business may depend on what goal you want to achieve when determining the answers to these questions:

- What was the ROI of that ad campaign last quarter?
- What content drove the most leads last month?
- Where is the best place to invest my marketing resources?
- Which pages are viewed the most before someone becomes a customer?

[MSimons0]

A/B

[KDelisser]

I am an avid learner to the marketing industry, thus taking this course but I would say conducting an A/B experiment (1) and Multi attribution model are really effective (2). (1) you are able to assess the power between two groups/conditions and infer from if results were directional (effective) or non directional (ineffective) able to make changes from there. While (2) considers an entire cycle which can provide valuable insight to help improve customers potential purchasing decision-making, despite its limitation concerning reliablity of results due to high vs low-value conversion. 

[PColton]

A/B

[Bschanck]

We use A/B testing

[talentaruth17]

first-touch attribution:

A customer clicks on a Google Ad, visits your website, then later signs up after seeing a retargeting ad. With first-touch attribution, full credit goes to the Google Ad, because it started the journey.

[Dhruv1]

We’ve been experimenting with a data-driven attribution model because it uses machine learning to distribute credit based on how each touchpoint actually influenced the conversion. It’s not based on fixed rules like first-click or last-click—it adapts to real user behavior. This helps us better understand which channels genuinely contribute to conversions and adjust our strategy accordingly.

If you haven’t quite started with attribution, what are you trying to measure or track using attribution reports?

If I hadn’t started yet, my main focus would be to identify the most effective marketing channels driving leads or sales. I’d want attribution reports to help me understand:

Which channels are top-of-the-funnel awareness drivers

Which ones help push the user closer to conversion

And which combinations of touchpoints work best together

The ultimate goal would be to optimize marketing spend, improve ROI, and double down on strategies that actually work.

[SGarcia83]

A/B test

[bmendelson]

A/B model would be benefical for myself.

[FWashington]

I believe the A/B model would be best for me to use.

[RKumar195]

I will use A/B test.

[Raymar]

Honestly, I still don't get how to apply these attribution models. I mean I get that it is like giving scores to the components of the markeing strategy. But I'm having a hard time understanding when to use a specific model or why even choose different models in the first place instead of picking just the most comprehensive of them all.

[WinnyDR]

Can relate to that! I do like A/B testing though, and is the one I can comprehend the most.

[tbranno4]

same!

[APerezSuero]

I prefer in my case, full-path attibution.

[Léomatias11]

We haven’t started using attribution models yet. Right now, we want to understand which channels bring the most leads and what’s helping people convert. We’re interested in using attribution to see what’s working in our marketing.

[DGonzalezHenao]

Time-Decay attribution for campaigns with longer decision-making cycles, particularly in our property management services, where potential clients interact with multiple touchpoints over several weeks.