It is advised to select an attribution model depending on the particular sales cycle of the company, the insights the model offers, and the influence the insights have on marketing efforts.
What do attribution models entail?
A rule or series of rules, known as an attribution model specifies how credit for sales and conversions is distributed along conversion route touchpoints.
In order to analyze and give credit for marketing touchpoints that happen at particular stages of the customer journey, from looking for a product online to making a purchase, marketers use an approach called attribution modeling.
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