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Attribution Models Explained

A marketer’s guide to how conversions are credited across channels and platforms.

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Why Attribution Matters

True understanding of impact

See how touchpoints work together from first interaction to conversion.

Budget & ROI

Allocate spend to what actually influences outcomes; optimise with confidence.

Resolve competing claims

Platforms often claim the same conversion — attribution helps reconcile the story.

What Is Attribution?

The practice of assigning conversion credit to channels, campaigns, creatives, and touchpoints across the journey.

Key Attribution Models

Last Click

100% credit to the final touchpoint; simple but ignores prior influence.

First Click

Credits initial discovery; great for awareness read, but misses later nudges.

Linear

Equal credit to all touches; balanced but blunt.

Time Decay

More credit near conversion; suits shorter cycles.

Position-Based

40% first + 40% last; 20% split mid-funnel.

Data-Driven

Algorithmic weights from observed impact; most accurate with enough data.

Last Click — The Default

Easy to understand and common in native platforms, but tends to over-invest bottom-funnel tactics.

First Click — Top-Funnel Insight

Highlights discovery channels and brand building; should be paired with other models for long paths.

Linear & Time Decay

  • Linear: good for omni-channel reads.
  • Time Decay: respects recency; realistic for short cycles.

Position-Based (U-Shaped)

Elevates discovery and decision moments; may under-read mid-funnel nurture.

Data-Driven Attribution (DDA)

Available in Google Ads, GA4, Meta, etc. Requires meaningful conversion volume and solid tagging. Expect learning time and differences vs single-touch models.

Google Ads vs GA4 Attribution

Google Ads: prioritises last Google Ads click; often shows higher counts.

GA4: multi-channel models with DDA default; includes non-Google touches.

Tip: set a source of truth, document windows, and reconcile deltas.

Cross-Platform Challenges

  • Platform competition: multiple walled gardens claim the same conversion.
  • View-through complexity: inconsistent weighting and windows.
  • Privacy limits: iOS/cookie changes create blind spots.

Build unified dashboards and focus on incrementality to counter biases.

View-Through vs Click-Through Attribution

Clicks are stronger intent signals, but upper-funnel video/display/DOOH need view-through reads with sensible lookback windows.

Multi-Touch Attribution (MTA)

Maps the full path and weights touches algorithmically; powerful but data- and infra-intensive (most common in enterprise contexts).

Use Case: NZ Health Campaign

First touch

YouTube awareness (~25%).

Mid-funnel

Native content (~25%).

Last touch

Google Search (~50%).

DDA showed 30% CVR drop without YouTube; native engagement lifted conversion likelihood by 45%.

Attribution & Budget Planning

  • Compare models and study top conversion paths.
  • Shift budget to undervalued initiators and effective mid-funnel assists.
  • Validate with incrementality tests; review quarterly.

GA4 Attribution Setup Essentials

Define key events

Purchases, forms, calls — validated and consistent.

Enable Google Signals

Cross-device visibility for truer paths.

Use path reports

Visualise journey and effective combos.

Primary model

Set DDA; compare with first/last for perspective.

Attribution in Meta Ads

Use compare attribution settings (e.g., 1-day click, 7-day click, 7-day view). Match windows to journey length and pair Meta reads with GA4/Looker for a blended view.

Mistakes to Avoid

  • Assuming platform-reported ROAS is reality.
  • Not comparing attribution models.
  • Treating all conversions equally (AOV/LTV matter).
  • Over-crediting brand search; ignoring offline touches.

How KBR Supports Attribution Strategy

Audits & model comparisons

Expose gaps between platform reports and real business performance.

Unified dashboards

Blend data across channels for a single view of journeys and paths.

Team education

Workshops that turn attribution into daily decision-making.

Ongoing optimisation

Reallocate budget with confidence as models and markets evolve.

Want Attribution That Drives Smarter Decisions?

We’ll help define the right model, reconcile platforms, and tie reporting to real outcomes.