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Glossary > Attribution


Attribution in digital advertising is the process of identifying which marketing channels and touchpoints are responsible for driving conversions.

It helps marketers understand the customer journey, from the initial interaction to the final purchase, allowing them to allocate budget effectively and optimize campaigns.

There are several attribution models commonly used in digital advertising, including last-click, first-click, linear, time-decay, position-based (U-shaped), and data-driven attribution.

Frequently asked questions
What is the most common attribution model? The most common attribution model is the last-click model, where the credit for the conversion is given to the last touchpoint before the purchase.
Can attribution be applied to both online and offline channels? Yes, attribution can be applied to both online and offline channels, though it is more complex to track offline interactions.
Which marketing channels drive the most conversions? Marketing channels that drive the most conversions are push notifications, SMS, Viber, and WhatsApp.
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