Attribution Modeling

Overview

Attribution modeling determines which marketing touchpoints receive credit for a conversion, enabling informed decisions about where to allocate ad spend. Every ad platform (Meta, Google, TikTok) reports attribution using its own model — typically claiming 100% credit — which means the sum of all platform-reported revenue routinely exceeds your actual revenue.

This skill guides you through setting up first-party attribution on your platform, comparing attribution models side by side, and using dedicated attribution tools that do this automatically without building custom pipelines.

When to Use This Skill

• When marketing channels (Google Ads, Meta, email) each claim different shares of the same revenue
• When needing to make budget allocation decisions across acquisition channels
• When moving beyond last-click attribution to understand the full customer journey
• When building a marketing analytics report that compares channel performance under multiple attribution models
• When implementing first-party attribution to replace data lost from iOS tracking changes
• When affiliate, influencer, and paid search all contributed to the same order and each claims 100% credit

Core Instructions