Attribution models are how businesses determine the origins of conversions. A conversion is simply a website visitor who does something you want (buys from you, signs up for SMS notifications, subscribes to your email list, etc.).
Many attribution models exist. The simplest are first-click attribution and last-click attribution (aka first-touch attribution and last-touch attribution).
More sophisticated attribution models are required the more that your brand does and the bigger its footprint becomes.
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For a whole lot more about marketing attribution models, head over here.
