Attribution Modeling
Attribution modeling is the framework for assigning credit to marketing touchpoints (search, social, email, direct) when a customer converts after interacting with multiple channels.
What it is
Real customer journeys are messy: someone Googles your practice, clicks a Facebook ad three days later, opens an email two weeks after that, then calls. Attribution models decide which touchpoint(s) get credit for the conversion. Common models: Last Click, First Click, Linear, Time Decay, Position-Based (U-shaped), and Data-Driven.
Why it matters
Different models tell different stories. Last-click favors bottom-of-funnel (often Google Search), starving top-of-funnel channels (Meta, Display, YouTube) of credit they deserve. Pick the wrong model and you'll defund the channels that are actually driving demand.
Which model to use
- Last Non-Direct Click — GA4 default. OK as a reporting baseline, but biases toward bottom funnel.
- Data-Driven — Google Ads + GA4 default for measurable conversions. Best when you have enough conversion volume.
- Position-Based (40/20/40) — Useful when you care about both discovery and closing channels.
- First Click — Useful when measuring brand or top-of-funnel investment.
Frequently asked questions
Why do my channels report different numbers?
Each platform claims credit using its own attribution window and model. Meta and Google both claim conversions that overlap, so summing platform-reported numbers usually double-counts. Use GA4 or a single warehouse as the source of truth.
Should I move to MMM (media mix modeling)?
MMM becomes useful at $250K+/mo media spend and when privacy changes have eroded user-level tracking. For sub-$100K/mo programs, multi-touch attribution in GA4 is sufficient.
Does attribution matter for healthcare with long consideration windows?
Especially so — behavioral health journeys can span 30–90+ days. Extend lookback windows to 90 days and use models that credit early-funnel touches.
