How to choose an attribution model?

Here are some key points on how to choose an attribution model:

1. Define your business goals: Understand what you want to achieve with your marketing efforts (e.g. driving sales, increasing brand awareness, generating leads). This will help align your attribution model with your objectives.

   
   

2. Consider your industry and product: Different industries and product types have varying buying cycles and user behaviors. Consider how your industry operates and the typical path to conversion.

   
   

3. Consider the complexity of your customer journey: For short, straightforward conversion paths, simpler models like last-click may suffice. For complex journeys with multiple touchpoints, data-driven attribution models offer more comprehensive insights.

   
   

4. Decide on what tools to use: Free tools like Google Analytics is a great starting point for any business. Tools like WorkMagic have more advanced modeling that includes incrementality testing.

   
   

5. Assess your data requirements: Some models like data-driven attribution and Incrementality-adjusted Attribution require significant amounts of conversion data to function effectively. Ensure you have sufficient data for your chosen model.

   
   

6. Align with your measurement strategy: Choose a model that aligns with your overall measurement and analytics strategy.

Remember, there's no one-size-fits-all attribution model. However, the progression of complexity and accuracy is single-touch models, multi-touch models, data-driven models, and then Incrementality-based Attribution model.