Attribution models determine how credit is distributed among various touchpoints in the customer journey. Common models include last-click, first-click, linear, time-decay, and position-based attribution, each providing different insights.
In affiliate marketing, attribution affects commission payouts and performance evaluation. Clear attribution policies ensure fairness and transparency while helping optimize marketing strategies across multiple channels.
Advanced attribution modeling uses machine learning and data analysis to create custom models that reflect actual customer behavior patterns. Cross-device and cross-channel attribution are increasingly important in modern marketing environments.