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?

[JGementiza]

full path

[Arcko]

I'm trying to measure CTAs sing time decoy.

[alyssandrabrook]

My company has overtime switched between models, but is now sticking to the full path model. It is both extensive and technical, and will let us as a company know the customer. It'll let us know what works and what doesn't for future references.  

[vlieu]

full path

[CBlain]

the attribution model i have is tracking google analytics activity to observe the amount of leads using my website.

[Iffa]

full path

[yannisv]

Time to decay

[AGuardino]

Time decay

[09224]

This is not something that we are currently using, but as we are activating additional marketing channels, I would imagine that full path would be the most useful to give us an idea of how to determine which part of the journey is most contributing to conversions. However, I believe that Last Page could also be useful.

[NSAKUBU]

Full path

[PShetty7]

Linear model

[AForbes4]

Time Decay

[YuusufAdetona]

First touch works best for me. 

[AJimoh]

Haven't wecided on any yet but will try single touch

[JLiu613]

I think the Full path should work best for B2b.
But just one question, 22.5 % will be attributed to the interaction that created the deal, which mostly happened in a sales activity, e.g. demo call or 2nd meeting. That might attribute to a sales activity instead of a marketing one? 

[RVishwakarma]

I say full path attribution as it provides a depth view of all the insights and having insight about everything is what works best for me.

[CWheywell]

First touch and Time Decay but about to go for Full path B2B - still learning how to and will implement a campaign  with A/ B testing of CTA, Headline and LP 

[FranckGiuliani]

Theoriticaly its Full path, but in real life it's really hard to be acurate with that model, almost impossible in fact. The simpliest way and the most effective to my experience is last click. 

[EPUNO]

Full Path

[HRardin]

I don't have experience with this practice in a professional setting, as I work for a school, where we don't worry about these attributes in my personal jobscope