Attribution Model
The rule set that decides how credit for a conversion is divided among the several channels a customer touched before buying.
Analogy Mental model
A goal is scored. Does the striker who tapped it in get all the credit, the defender who started the move, or does everyone share it in proportion to their contribution?
In practice What you actually do
Compare models side by side rather than arguing about one. Organic search disproportionately appears at the start of journeys, so under a last-click rule its contribution is systematically understated. Bring the comparison table to budget conversations instead of asserting that SEO matters.
Where people get burned Pitfalls
The default model now distributes fractional credit using machine learning, which means the sum never looks like a whole number of conversions per channel. Expect someone in finance to question it, and explain the logic before they conclude the data is broken.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →