Attribution modeling is a process that assists advertisers in determining the value of different marketing channels in driving conversions. Such modelling analyzes data on user behavior and traces the source of that behavior back to specific marketing efforts. Various attribution models, such as first touch, last touch, multi-touch, and view-through, allocate credit to different touchpoints along the customer journey. Single-source and multi-touch attribution methods can incorporate elements from different attribution models. These models and methods offer insights into which channels provide the most value to a marketing campaign and aid in optimizing future efforts to increase conversion rates.
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