6 Common Types of Marketing Attribution Models

A marketing attribution model helps marketers to measure the effectiveness of their campaigns. It is used to evaluate the touchpoints driving engagement through your marketing campaigns. So, you can optimize the campaign according to the data and increase your ROI.

Common Types of Marketing Attribution Models

There are the following 6 types of marketing attribution models available. You can pick any of them according to your brand’s needs.

1. First-Touch Marketing Attribution

This model considers the first touchpoint engaged with along the sales cycle from the consumer engagement history. Setting up this marketing attribution model is easy and you can get insights into how customers are introduced to your brand.

2. Last-Touch Marketing Attribution

The last-touch marketing attribution model considers the last touchpoint engaged before the conversion. It helps marketers to evaluate the touchpoints that influence customers to go towards the purchase. Like the first-touch model, it is also easy to implement.

The above two marketing attribution models are applicable to the short sales cycles.

3. U-Shaped Marketing Attribution

This attribution model provides up to 40% insights of first and last consumer touchpoints and 60% mid-funnel touchpoints before conversion. This model is good for identifying the combinations of media and messaging that hook and convert consumers.

4. W-Shaped Marketing Attribution

This marketing attribution model provides more credit to first and last touchpoints like U-Shaped. It also provides heavier value to the mid-funnel touchpoint where a consumer can be actively considered a lead. It is good for understanding the touchpoints that deliver and convert leads.

5. Time-Decay Marketing Attribution

The time-decay marketing attribution model provides credit to all touchpoints that lead customers to convert. This mode evaluates various touches that provide different value to consumer influence and is useful for marketers looking to identify the touchpoints that directly lead to conversion.

6. Linear Marketing Attribution

This model considers the performance of the entire sales cycle. The marketer gets insights into the customer journey while providing a “big picture” look at digital marketing efforts. The catch is that not all touchpoints are created equally.