An attribution model is a set of rules determining how credit for a conversion is assigned across the different marketing touchpoints a customer interacted with before converting — such as an organic search visit, a later paid ad click, and a final direct visit before purchasing.
Common attribution models include first-click (crediting the very first touchpoint), last-click (crediting the final touchpoint before conversion), and multi-touch models that distribute credit across several touchpoints in the customer journey.
Choosing the right attribution model significantly affects how SEO’s true value appears in reporting; SEO often plays a strong role earlier in the customer journey, meaning last-click-only attribution can substantially undervalue its actual contribution to revenue.
We help clients choose appropriate attribution approaches within our SEO Audits & Reporting service.