Glossary

Attribution Model

An Attribution Model in e-commerce assigns credit for sales and conversions to different touchpoints in a customer's purchase journey, providing insights into channel effectiveness and aiding marketing optimization. E-commerce businesses need to understand the differences between attribution models, from simple ones like the Last-Click model to complex ones like the Time-Decay model or Data-Driven models, to allocate their marketing budget efficiently and increase conversion rates.

An Attribution Model in the context of e-commerce determines how credit for sales and conversions is assigned to different touchpoints in a customer's purchase journey. It offers insights into which channels (like social media, email marketing, or search engines) drive customer actions, helping businesses understand their marketing effectiveness and optimize their marketing strategies. These models can range from simple methods, like a Last-Click model that assigns all credit to the final interaction, to more complex ones, like a Time-Decay model that gives more credit to interactions closer to the conversion. Understanding the right attribution model is crucial for e-commerce businesses to allocate marketing spending efficiently and drive higher conversion rates.

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