Choosing the right attribution model depends on several factors:
Business Goals: Are you looking to drive awareness, consideration, or conversion? Your goal will influence which model is most appropriate. Customer Journey Length: A longer journey might benefit from a linear or time decay model, while a shorter journey might be better suited to a first or last click model. Data Availability: Ensure you have access to the necessary data to accurately implement and analyze your chosen model. Complexity: Simpler models like last click are easier to implement but might not provide as much insight as more complex models.