Attribution Modeling

Analyze and implement multi-touch attribution models to understand how each marketing touchpoint contributes to conversions. Covers first-touch, last-touch, linear, time-decay, position-based, data-driven, and Markov chain attribution across Google Ads, Meta, and analytics platforms.

Capabilities

1. Model Selection - Recommend the best attribution model based on sales cycle length, channel mix, and business goals
2. Conversion Path Analysis - Map customer journeys from first interaction to conversion
3. Assisted Conversion Valuation - Quantify the contribution of upper-funnel channels
4. Cross-Channel Comparison - Compare how different models redistribute credit across channels
5. Data-Driven Attribution - Implement algorithmic attribution using Markov chains or Shapley values
6. GA4 Attribution Configuration - Set up and interpret GA4's data-driven attribution

Attribution Models Reference

1. First-Touch Attribution

Formula: 100% credit → first interaction