25 Attribution Models for Internet Marketing Agencies


25 Attribution Models for Internet Marketing Agencies 

Attribution models are a way of awarding credit to the channels that users use. The channels are part of the marketing campaign that internet marketing agencies implement to drive traffic to a site. Evaluating the channels through awarding credit ensures that an advertising agency is able to identify the channels that are impactful and the ones that are not delivering.

Cross channel

This is one of standout attribution models that provide clear data as to where the traffic has originated and the effective avenues for the same. Cross channel evaluates both the online and offline paths.

Account based

Companies that handle business to business marketing are most likely to have their attribution pathway analyzed by an account based attribution model which evaluates user actions and events between businesses.


The algorithmic attribution model evaluates both the converting and non-converting channels to provide results on all systems that influence how a potential client responds to the advertising line.


This is one utilized by most marketing agencies and covers digital channels only in evaluating the touchpoints that impact the client base.


The positive aspect about the fractional attribution model is that it distributes credit across the varied touchpoints that a user utilizes which provides a wholesome view of the marketing line.

Single source

The single source attribution model awards credit to one source that contributed towards the conversion of a client.

Last click

This is an attribution model that gives the credit to the point where the client last clicked before buying a product or subscribing to a service.

First click

This is a selective attribution model that awards credit to the first channel that a user clicked on the way to subscribing or buying a product or service.

Last chance interaction

As an attribution model, the last chance interaction gives credit to the last channel that convinced a potential client to buy a product or subscribe.


This is a complete attribution option that awards credit equally to each channel that was in play when a user was browsing for a product or service.

Position based

The position based attribution model is responsible for identifying and rewarding the first and last touchpoints that were utilized in convincing a client to buy or subscribe.

Time Decay

This is a slightly complex attribution model as it mainly recognizes the channels that were utilized right before a buy or subscription. It is a model that awards more credit to the touchpoints closest in terms of time duration to the actual moment when the conversion took place.

Last non-direct click

This is one of the most utilized attribution model that advertising agencies take up since it rewards the last channel that a client clicked through before making a subscription or purchase.

Last AdWords click

This is one of the notable attribution models that marketing firms utilize as it recognizes the most recent AdWords that have impacted a buy or subscription. It is a way of identifying whether the AdWords chosen are having the desired impact.

Advanced attribution

Most advertising agencies do not focus on using the Advanced Attribution model as it does not provide in-depth analyses. It instead focuses on the holistic performance of the marketing channels.

Audience attribution

The Audience Attribution model focuses on the demographic and behavioral channels that impact buys and therefore provides data on the whole system rather than a specific channel.

Brand equity

The upside to utilizing Brand Equity attribution model is that it evaluates the performance indicators and identifies the high performing channels.


The Bottom-up attribution model evaluates and awards credit depending on the user level characteristics and how they have impacted the marketing chain.

Cross device

The cross-device attribution model scrutinizes the traffic generated by the varied digital devices that users utilize in making a buy or subscription. It therefore awards credit depending on whether a user utilized a smartphone, desktop or a tablet.


Arguably the most utilized attribution model, Halo identifies and evaluates how channels cannibalize and overrun each other thereby giving a clear indication of the channels that should not be implemented in tandem.


The Inter-channel attribution model gives credit depending on the affinity of channels in the display niche. This may include a combination of Ads and Keywords.

Rules based opener

With this attribution model, credit is awarded to the channel that was used at the initial instance when contact was made which is described as the opener touchpoint.

Even weighting

This is an attribution model that awards credit depending on arbitrarily awarded weight. It is a model that distributes credit from the point of initial contact to the point of conversion.


Most advertising agencies always focus on Intra-channel attribution model since it evaluates and awards credit based on the affinity experienced in singular channels. It effectively evaluates the impact made by branded and non-branded keywords which gives a clear picture of the marketing campaign.


The Top-down attribution model is used by advertising agencies to award credit to the non-addressable channels that contribute towards the path to conversion including TV, Radio, Print among others.