Attribution modeling is the structure advertisers use to measure the value of different marketing channels. It helps advertisers find out which marketing campaigns perform best (according to the campaigns’ goals) by assigning value for a predetermined advertising action within a given period.

Types of Attribution Modeling

• First Touch Attribution: The model credits an advertising interaction to the first touchpoint of a user’s journey with a campaign.
  
  
• Last Touch Attribution: The model credits an advertising interaction (install etc.) to the last touchpoint of a user’s journey with a campaign.
  
  
• Multi-Touch Attribution: The model takes all touchpoints into consideration in a user’s journey to determine which touchpoint delivers the most ROI in the marketing campaigns.
  
  
• View-Through Attribution: The model attributes specific impressions from mobile advertising campaigns to installs or actions.