attribution modeling approaches - sirius computer …...attribution modeling approaches there are...
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Position-based AttributionBoth the �rst- and
last-clicked keyword Spread out across the other
clicks on the path
Data-driven Credit is given to clicked keywords based on how imperative they were in the conversion process.
Most companies run multiple campaigns, so your sales and lead conversions might depend on multiple touch-points along the customer’s digital journey.
For best practices on digital marketing attribution, contact your Sirius representative.
First-Click Model
Credit for the conversion goes to the �rst-clicked word
Last Non-Direct Click
Credit for the conversion is equally distributed across all
clicks on the path
Last-Click Model
Credit for the conversion goes to the last-clicked word
Attribution Modeling Approaches
There are many attribution models because of the many types of marketing campaigns. According to a Google AdWords attribution tutorial, the following approaches for attribution modeling assign credit in various ways.
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