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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

Before buying, a user often meets the brand across several channels (Google Ads → organic search → Instagram → email). The attribution model decides which touchpoint gets the credit. Well-known models: Last Click (all credit to the final click), First Click, Linear (shared equally), Time Decay (more credit closer to the conversion) and Data-Driven (Google's model). GA4 and Google Ads use Data-Driven by default.

Examples

  • The same sale can go entirely to organic search under Last Click, but be split between Google Ads, Instagram and organic search 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 a visitor adds products to the basket and leaves without buying; a common point of loss in e-commerce. Subscription Model Automatic recurring delivery to the customer (weekly or monthly) — common in beauty, food and supplements.
Category Analytics

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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. GTM (Google Tag Manager) Google's tag management system for adding analytics and advertising tags without touching your site code. Enhanced Conversions A way of improving conversion matching 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).
See the full glossary →

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