Quick Reference: Attribution Model Selection Deck
Recall the quickest questions that help match an attribution model to a real marketing decision.
Which attribution read should you use first? Start with the decision, not the default report. The model is right only relative to the decision and funnel role. “This channel has low last-click ROAS, so we should cut it.” Say Last-click is useful for capture efficiency, but this channel’s job is to create demand that other channels may close later. Let’s compare assists and stage lift before cutting it. Do not defend the channel with vague “brand matters” language. It accepts the accountability standard, then reframes measurement around role and funnel stage. What question tells you whether the attribution window is…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in