Attribution model types

There are several types of attribution modeling in advertising:

• Last-click: gives all value for ad interaction to the last-clicked ad channel. 
• First-click: gives all value for ad interaction to the first channel a user clicks on. 
• Linear: share value for ad interaction equally across all ad interactions on the path.
• Last-click non-direct: gives credit for ad interaction to the last touchpoint that customers click before converting.
• Time-decay: share value for conversion equally across all ad interactions on the path but gives more credits for ad interactions that happened closer in time to the conversion 
• Data-driven: share credits for the conversions based on using data to calculate the actual contribution of each ad interaction across the conversion path. 
• Position-based: share 40% of credit to both the first and last ad interactions and 20% of credits share equally across the other ad interactions on the path.