Editing Attribution (section)

==Overview==
Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion. It takes into consideration all the different touchpoints a consumer interacts with on their journey to making a purchase.
===Types of Attribution Models===
====Single-Touch Attribution Models====
Single-Touch Attribution Models assign 100% of the credit to one touchpoint, either the first or the last one the customer interacted with before a conversion. Two common types are:
*'''First-Touch Attribution:''' This model gives all the credit to the customer's first touchpoint with the company. It's useful to understand which channels are best at generating new leads.

*'''Last-Touch Attribution:''' This model assigns all the credit to the last touchpoint before conversion. It's often used to understand what finally convinces customers to make a purchase.
====Multi-Touch Attribution Models====
Multi-Touch Attribution Models distribute the credit for the sale among multiple touchpoints. This approach recognizes that multiple interactions often contribute to a sale. They include:
*'''Linear Attribution:''' This model assigns equal credit to every touchpoint along the customer journey.

*'''Time-Decay Attribution:''' In this model, the touchpoints closest to the time of conversion get most of the credit.

*'''Position-Based Attribution:''' This model attributes 40% of the credit to the first and last touchpoints, with the remaining 20% distributed evenly among other touchpoints.