Last Interaction Model ;

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Attribution models really help us understand this! Each organization, based on its objectives, available resources and adopted business model, can adopt the model that it deems most useful, in particular, among the most used are:

Last Interaction Model ; the conversion is attributed entirely to the last touchpoint
Last Non-Direct Click Model ; the conversion is attributed entirely to the last touchpoint excluding all direct traffic to the site
Google Ads Last Click Model; the conversion would be attributed entirely to the click on the Google ad. This methodology could be useful if I want to identify which keyword brings me the most conversions
First Interaction Model ; the conversion is attributed entirely to the first touchpoint
Linear Model ; the conversion undergoes a linear distribution  phone resource among all the touchpoints involved in the process
Time Decay Model ; the conversion undergoes a non-linear distribution, that is, the touchpoints closest to the action are attributed a greater share than the channels placed further back in time
Position Based Model; provides for an imputation distributed unevenly among the different touchpoints. The channels in the first and last position receive 40% each of the conversion, while the remaining 20% ​​is distributed linearly among the remaining “middle” channels
If you are wondering which of these is more correct, the answer is one: it depends! In fact, each attribution model responds to specific needs, both in terms of measurement needs and by virtue of the intrinsic characteristics of the purchasing process that characterizes your business.

Business models that have a short sales cycle, for example, might prefer to adopt First/Last Click models , as they are interested in understanding where the traffic comes from or vice versa where the user converts.