The last click attribution

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The same day, they access it for the third time via one of your email campaigns . Internet user goes directly to your site and makes a purchase. The attribution model makes it possible to determine to which web channel the conversion of this Internet user will be attributed. The different types of attributions The “last click” attribution model By opting for the “last click” model, it is the last marketing lever visited by the user which will be given full credit for the sale. In other words, it is this last point of contact which will be considered and counted as the source of the conversion.
  
The “first click” attribution model Unlike the “last click” model , with this attribution model, % of the wedding photo editing service  credit for the sale will be given to the first touchpoint between the ad and the user and the corresponding keyword. The “Linear Attribution” model With the “linear attribution” attribution model, credit for the sale will be shared equally between the different touchpoints along the conversion path i.e. channels, ads, social, email and direct access . The “Depreciation over time” attribution model According to Google's definition, by opting for this attribution model, “ the touchpoints closest to.



The moment of sale or conversion are given most of the credit. In this example, the Direct and Email channels will get the most credit because the user interacted with them a few hours before the conversion. Social media will get less credit than Direct or Email channels. Since the Sponsored Links interaction happened a week earlier, this channel will get much less credit . » In the Position-Based Attribution model With the position-based attribution model and the first interaction will have % of the credit. The remaining % ​​is distributed equitably between intermediate interactions.