Let's learn about multi-touch attribution models. Let's start with the linear attribution:
The linear attribution model equally divides and assigns conversion credit to each touchpoint the customer interacted with throughout the customer journey. This attribution model is simple to use does not suffer from bias, and provides a good view of the entire customer journey.
The drawback of opting for this attribution model is that it fails to acknowledge that not every touchpoint contributes equally to the conversion process. Some touchpoints will be completely missed, while some will have a big impact.
Check out the video to learn more about multi-touch attribution models.
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