Attribution (Attribution model)
The way you determine which channels and touchpoints get the credit for a conversion.
By Tanguy De Keyzer · Founder & digital strategist
What is attribution?
Attribution is the practice of assigning the value of a conversion to the channels and touchpoints that preceded it. A customer often first sees an ad, later reads a blog and only converts after an email: which channel deserves the credit?
Why it is hard (and important)
In B2B a buyer touches many touchpoints before deciding. If you attribute everything to the last-clicked channel, you underestimate your content and demand generation, and you steer budget to the wrong place.
Commonly used models
- Last click: all credit to the last contact (simple, but misleading).
- First click: all credit to the first contact.
- Linear or time decay: the credit spread across all steps.
Which model you choose determines how you read your ROAS and where you invest. No model is perfect; it is about a consistent, honest view of what drives growth.
From theory to growth.
We turn Attribution into measurable results for your business.