Attribution modeling in digital marketing aims to assign credit for a conversion to various touchpoints a customer interacts with along their journey. It works by tracking user interactions across different channels, from initial exposure to the final purchase or desired action. Common models like Last-Click give all credit to the final interaction, while First-Click credits the initial touchpoint that engaged the user. More sophisticated approaches include Linear, which distributes credit equally across all touchpoints, or Time Decay, which weights recent interactions more heavily. Advanced data-driven models utilize machine learning to analyze the actual impact and sequence of each touchpoint. The ultimate goal is to provide marketers with insights to optimize their spend and improve campaign effectiveness by understanding which channels truly contribute to conversions. More details: https://astra-s.com.ua