What are the different types of attribution models?

Last-touch attribution

Credits the final touchpoint before a conversion

First-touch attribution

Credits the first touchpoint in the customer journey

Linear attribution

Assigns equal credit to all touchpoints

Time-decay attribution

Gives more credit to touchpoints closer to the conversion

Position-based attribution

Assigns more credit to the first and last touchpoints, with the remaining credit distributed evenly among the other touchpoints

Data-driven attribution

Uses algorithms and machine learning to analyze and assign credit based on historical data and patterns