Attribution Model

An attribution model is a framework used to determine how credit is assigned to different marketing touchpoints along a customer's journey that have contributed to a conversion or desired outcome.

In the app marketing ecosystem, each participant, whether it's Google Play, App Store, CTV platforms, or advertising platforms like Facebook and Twitter, as well as mobile measurement partners (MMPs), has their own attribution models.

Some common attribution models include:

1. Last-click attribution: The last touchpoint before conversion receives full credit.
2. First-click attribution: The first touchpoint in the customer journey receives full credit.
3. Linear attribution: Equal credit is given to each touchpoint throughout the customer journey.
4. Time decay attribution: Closer touchpoints to the conversion receive more credit than earlier ones.
5. Position-based attribution: A combination of assigning higher credit to the first and last touchpoints while distributing the remaining credit among intermediate touchpoints.

What really matters is not the differences between these models, but whether their rules are clear, fair, and capable of helping advertisers evaluate ad effectiveness across different channels.

SolarEngine employs the last-click attribution model.