Digital advertising has introduced new challenges and opportunities
in marketing attribution. Every touchpoint along a consumer’s path is highly measurable, allowing advertisers to identify the tactics that drive results, allocate budgets more effectively, and scale their best-performing campaigns. But it’s not always clear which metrics matter in an attribution strategy.
Attribution models assign credit to some or all of the touchpoints that contribute to a conversion—such as impressions, clicks, web searches, and website visits. This guide outlines some of the most common models used to measure display advertising and get to the bottom of how they may work for you.