Attribution Models Basics — Roadmap Step & Resources
Deciding which touchpoint gets credit when a customer interacted with several before converting
- Level: advanced
- Estimated time: 1 days
- Roadmap: Digital Marketing Fundamentals
Before this step
Interview questions
- Last-click vs multi-touch attribution — why can they tell very different stories about the same campaign?
Study resources
- A Guide to Marketing Attribution Models (Article) — HubSpot's own guide to first-touch, last-touch and multi-touch attribution.
- Marketing Attribution Explained (Video) — Covers giving credit to the right channels in a multi-touch journey.
Part of
- Analytics & Measurement — section
- Digital Marketing Fundamentals roadmap — the full learning path