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    Attribution

    Attribution Modeling

    measurement

    The methodology of assigning credit for a conversion across the touchpoints that influenced it — moving from last-click to multi-touch, data-driven and incrementality-based models.

    What is attribution?

    Attribution answers the question: which marketing touchpoints drove this conversion, and how much credit does each deserve?

    Common models

    • Last-click: 100% credit to the final touchpoint (legacy default)
    • First-click: 100% to the discovery channel
    • Linear / time-decay / position-based: rule-based distribution
    • Data-driven attribution (DDA): ML-weighted credit (GA4, Google Ads)
    • Incrementality testing: lift studies vs. control groups

    In a cookieless world, deterministic cross-device attribution is harder. C Wire provides modeled lift, persona-level conversion attribution and clean-room compatibility.

    Related reading