Attribution modeling determines how credit for conversions is distributed among various marketing touchpoints that influence a customer's purchase decision. Different models provide different perspectives on marketing effectiveness and channel value.
Common attribution models include first-click, last-click, linear, time-decay, and position-based attribution. Each model has advantages and limitations depending on the business model, customer journey complexity, and marketing objectives.
Advanced attribution modeling uses machine learning to analyze customer behavior patterns and assign credit based on actual influence rather than predetermined rules. This approach provides more accurate insights for optimizing affiliate marketing strategies and budget allocation decisions.