Attribution models are used to assign credit to touchpoints in the customer journey. For example, if a consumer bought an item after clicking on an display ad, it’s easy enough to credit that entire sale to that one display ad.

But what if a consumer took a more complicated route to purchase? She might have initially clicked on the company’s display, then clicked on a social ad a week later, downloaded the company app, then visited the website from an organic search listing and and converted in-store using a coupon in the mobile app.

Why it matters: Understanding the steps a customer takes before converting can be just as valuable to marketers as the sale itself.