Attribution modeling is the methodology used to assign credit for a conversion to the various marketing touchpoints a customer encountered before converting.
Common models include last-click (100% credit to the final touchpoint), first-click (100% to the initial touchpoint), linear (equal credit across touchpoints), time-decay (more credit to recent touchpoints), and data-driven attribution (algorithmic credit assignment based on observed conversion paths). Each model produces different optimization decisions, which is why attribution is now typically combined with incrementality testing — controlled experiments that measure causal lift rather than correlation. With third-party cookie deprecation, server-side tracking, conversion APIs, and probabilistic methods are increasingly required to maintain attribution coverage.
Coegi treats attribution as a tool for tactical optimization, not as a measure of true value. Every account combines attribution-based reporting with incrementality testing and, for larger investments, media-mix modeling — producing a measurement stack that answers both “where do I optimize tomorrow?” and “what is this channel really worth?”
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