Imagine you saw a Facebook ad, then Googled the product, then clicked a blog link and finally bought it. So who gets the credit — Facebook, Google, or the blog? That's exactly what an attribution model figures out. It's a framework that assigns credit to different marketing touchpoints along the customer journey.
There are several types: First Click Attribution gives all credit to the first touchpoint. Last Click Attribution credits the final interaction before purchase. Linear Attribution splits credit equally across all touchpoints. Understanding which model to use helps businesses figure out where their marketing dollars are working hardest, so they can allocate budget more effectively.