Understanding Marketing Attribution Methods

Attribution Using Logistic Regression

Logistic regression allows advanced knowledge about consumer response to drive weighting: time of day, duration between interactions, site side activity, and other factors.

Last Click Attribution

Legacy attribution methodology developed out of Direct Response. Gives complete bias towards the last action.

First Click Attribution

Complete bias towards first action and measures only digital impact from upper funnel.

Even Attribution

Distributes revenue evenly across all actions and has a complete lack of bias, which doesn’t align with understandings of consumers.

Linear Attribution

Weighs bias towards the last action, but allows all actions to contribute towards revenue. Method assigns higher weights to middle tactics.

U-Shaped Attribution

Bias towards the first and last actions but still allows all actions to contribute. Fits with the consumer theory “we remember the beginning and end but forget the middle."