Marketing Attribution Guides
Navigate attribution models, customer journeys, assisted conversions and the practical limits of assigning credit.
What this topic covers
Navigate attribution models, customer journeys, assisted conversions and the practical limits of assigning credit. Start with the subject closest to the problem you are trying to solve, then follow the related guides when you need more detail.
Last-Click Attribution: Strengths, Weaknesses and Use Cases
Learn when last-click attribution is useful and where it can hide upper-funnel influence.
First-Click Attribution Explained
Understand first-click attribution and when acquisition-focused analysis can be useful.
Linear Attribution Explained
See how linear attribution spreads credit across touchpoints and what that means for interpretation.
Time-Decay Attribution Explained
Learn how time-decay models weight later touchpoints more heavily and where that can help or mislead.
Position-Based Attribution Explained
Understand U-shaped attribution and how it balances first-touch and conversion-stage interactions.
Multi-Touch Attribution: Models, Data and Limitations
Learn the main multi-touch approaches and the data quality required to use them responsibly.
Attribution Windows: How Lookback Periods Change Results
Understand click-through and view-through windows and why changing the window can change reported performance.
Assisted Conversions: Finding Influential Touchpoints
Learn how to identify interactions that support a conversion without receiving final credit.
Customer Journey Tracking: From First Touch to Conversion
Map multi-step journeys across channels and identify the measurement gaps that matter most.
How to use these guides
Start with the concept closest to the measurement problem you are trying to solve. If a report is inconsistent, work backward through definitions and implementation before changing campaigns. If you are evaluating software, establish the required tracking method, attribution model and workflow first, then compare tools against that requirement.
Related measurement guides
Last-Click Attribution: Strengths, Weaknesses and Use Cases
Learn when last-click attribution is useful and where it can hide upper-funnel influence.
First-Click Attribution Explained
Understand first-click attribution and when acquisition-focused analysis can be useful.
Linear Attribution Explained
See how linear attribution spreads credit across touchpoints and what that means for interpretation.
Time-Decay Attribution Explained
Learn how time-decay models weight later touchpoints more heavily and where that can help or mislead.