Attribution: Which Channel Gets the Credit
Most customers interact with your business several times before they buy — perhaps a search, then a social post, then a direct visit. Attribution is the question of which of these touchpoints deserves the credit for the eventual sale.
It matters because it shapes where you invest. Crediting only the last click can make valuable early channels look worthless and lead you to cut spending that was actually working.
Common Attribution Models
- Last click: all credit to the final touchpoint.
- First click: all credit to the first.
- Linear: credit shared evenly across touchpoints.
- Position-based: more credit to first and last.
No Model Is Perfect
Every model is a simplification of messy reality. The point is not to find the one true answer but to choose a model that gives a fairer picture than last-click alone and to interpret it sensibly.
Use It to Inform, Not Dictate
Attribution data should guide investment decisions alongside judgement, not replace it. Channels that rarely get the last click may still be essential for introducing you to customers in the first place.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.