So, you need to choose an attribution model?!

In light of Google’s new Attribution platform which, unlike Google Analytics, will help to track both offline (store visits) and online conversions, we thought it would be a good thing to clarify what an attribution model actually is, and try and help you decide which is the best one for you.

First up, what is an Attribution Model?

So glad you asked…attribution models determine how to measure conversions/goals in a campaign. It’s important to review the differences between models to get a full understanding on what they are and which one to choose. The following customer conversion pathway is a useful example, to help explain these differences:

What are the Differences?

Great, so which one do you Choose?

Here comes the non-science bit…unfortunately, there is no universal rule governing which attribution model you should use- it really does depend on how you want to measure the success of a campaign and/or channel.

At Flourish our preference is to use the position based model as we believe that each channel in the pathway should be acknowledged (as it played a part in the conversion), however, more emphasis should be placed on the first and last channel (as these ultimately led to the conversion). In our view the position based model provides a more holistic view of the customer conversion pathway. And, at the end of the day, who wouldn’t want that?

Still confused? Or not convinced? Drop our Head of Media Steve Davis a line on: 0117 317 7635 or email:, he’ll talk you through attribution modelling, and help you decide which one would be best for you.