Definition:
Attribution Modeling is the process of determining which marketing touchpoints contribute to a conversion and assigning value to each interaction.

Explanation:
It helps businesses understand which channels drive results — from first interaction to final conversion.

Types of Attribution Models:

First-touch (credit to first interaction)

Last-touch (credit to final interaction)

Multi-touch (shared credit across journey)

Example:
A client discovers a brand via Google, engages on Instagram, and converts via email — attribution modeling determines how much credit each channel receives.