The rules used to assign credit for a conversion across the touchpoints that came before it: first touch, last touch, linear, position-based or data-driven models.
For day-to-day optimization within and across channels, and to understand the paths customers take before converting.
GA4 data-driven attribution; comparing last-click and first-click views to spot channels that open versus close; self-reported 'how did you hear about us' fields.
Useful for steering, unreliable for proving. Scored lower because cookie loss and platform self-grading make every model partly fiction. Pair it with incrementality tests.
