An In-Depth Look at Attribution Modeling in Digital Marketing

A.K.A. Why your marketing ROI is almost always inflated

Bill Su
Bill Su
Sep 17, 2018 · 12 min read

Why are my marketing ROIs inflated?

What is an attribution model?

Attribution modeling describes various methods marketers use to properly break up and assign conversion credits to various different channels in case users take multiple website visits, via multiple channels, to arrive at the ultimate conversion behavior.

Attribution Model Examples

Last Interaction Attribution

The last interaction attribution model is the default conversion model of Google Analytics.

Variations of Last Interaction Attribution

A derivative of the “Last Interaction Attribution” model is the “Last Non-Direct Click” attribution and “Last Google Ads Click” attribution model.

First Click Attribution

The first click attribution model is very similar to the last interaction attribution model.

Linear Attribution

Now let’s move onto few more complex attribution models, starting with the Linear attribution model.

Time Decay Attribution

Time decay attribution is a more advanced variation of linear attribution. It gives more credit to the traffic sources that are closer (in time) to the ultimate conversion.

Position Based Attribution

I have to say that this is my favorite pre-build attribution model in Google Analytics.

The Humanlytics Take On Attribution Model

  1. Did the visit result in a business conversion? This is measured by the number of “business conversions” accomplished at each visit, such as buying a product.

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest

Bill Su

Written by

Bill Su

CEO, Humanlytics. Bringing data analytics to everyone.

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest