Attribution

Attribution answers "which channels drove this sale?" Because most customers touch multiple channels before converting, different models distribute credit differently.

Common models

• Last-click — all credit to the final touch.
• First-click — all credit to the first touch.
• Linear — equal credit across all touches.
• Time-decay — more credit to touches closer to conversion.
• Data-driven — credit distributed by observed contribution.

Example

A user reads an SEO blog post, later clicks a paid ad, then converts. Last-click credits the ad; first-click credits the blog; a data-driven model splits credit between them.

How SEM Optimiser reports it

The attribution view supports last-click, linear, and data-driven models and lets you compare the same set of conversions across models side by side.