Marketing / Analytics
Attribution Model first-touch, last-touch, linear, position-based (U/W), time-decay, data-driven (DDA)
The rule that decides which touchpoints get credit for a conversion.
The fork, why two teams get different numbers
This is the fork of forks: the SAME conversions, run through different credit rules, hand every channel a different scorecard.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: IAB (cross-media measurement · reference) · Google Analytics 4 attribution documentation (reference)