Let us start and understand first what is attribution? Simple definition of Attribution is “An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.” Source: support.google.com/analytics/answer/1662518?hl=en
There are various types of model:
First Interaction Model
Last Interaction Model
Second to Last Interaction Model
Linear Interaction Model
Time Decay Interaction Model
All above interaction model are self explanatory. For instance First Interaction Model - Credit for conversion or goal goes to the first interaction made by the customer. While Last Interaction Model - Credit goes to the last channel responsible for the interaction of the customer. A slightly
In a conversion path there are multiple touch points. And each of the touchpoints are there serving it’s purpose.