Attribution Models Answer Different Questions

Attribution models are decision tools, not moral truths. What changes when the model changes Attribution rules determine how conversion credit gets assigned across touchpoints. Google Analytics describes data-driven attribution as credit based on modeled contribution across paths, while last click assigns all credit to the final eligible interaction. Those are different lenses, so channel winners and losers can move even when total conversions stay constant. Why that matters in paid acquisition Upper-funnel prospecting, branded search, retargeting, affiliate, and email often work together. If you only read the final touch, you may overfund harvesting channels and underfund channels that create demand…

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