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Analytics

What is Attribution Model?

The model that shares out a sale or conversion across the channels and touchpoints behind it.

Detailed definition

A user sees the brand across 5-10 different channels before buying (Google Ads → organic → Instagram → email). Which one gets the "credit"? The models: Last Click (the final click takes everything), First Click (the first click), Linear (shared equally), Time Decay (more weight closer to the conversion), Data-Driven (Google AI). GA4 and Google Ads use Data-Driven by default.

Examples

  • The same sale goes entirely to organic under Last Click, but is split between Google Ads, Instagram and organic under Data-Driven.

Related terms

GA4 (Google Analytics 4) Google's next-generation analytics platform — an event-based data model that replaced GA Universal. Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. AOV (Average Order Value) Average basket value — total revenue ÷ number of orders. Cart Abandonment When products are added to the basket but never bought. On average 70% of e-commerce baskets are abandoned. Subscription Model Automatic recurring delivery to the customer (weekly or monthly) — common in beauty, food and supplements.
From the same category

Other terms in the Analytics category

LTV (Lifetime Value) The total revenue a customer generates for the brand over their lifetime. A critical metric in subscription and e-commerce models. GA4 (Google Analytics 4) Google's next-generation analytics platform — an event-based data model that replaced GA Universal. GTM (Google Tag Manager) Google's tag management system for adding analytics and advertising tags without touching your site code. Enhanced Conversions Raising the conversion match rate by sending first-party data such as email and phone number to Google Ads in hashed form. Conversion Rate The percentage of visitors to your site who complete the desired action (a purchase, a form submission).
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