Several attribution models are commonly used in email marketing, each offering a different perspective on how credit for conversions is assigned:
Last-Click Attribution: This model gives all the credit to the last click before the conversion. It is simple but may overlook the contribution of earlier interactions. First-Click Attribution: This model assigns all the credit to the first interaction. It highlights the initial touchpoint but may ignore subsequent engagements. Linear Attribution: This model distributes the credit equally across all touchpoints. It provides a balanced view but may not reflect the true impact of each interaction. Time-Decay Attribution: This model gives more credit to interactions that occurred closer to the conversion. It recognizes the increasing influence of recent touchpoints. Position-Based Attribution: This model assigns 40% of the credit to the first and last touchpoints and distributes the remaining 20% among the middle interactions. It balances the initial and final influences with intermediate ones.