The customer journey is packed with multiple touchpoints, making it challenging to determine which of these “moments” (actions taken by the user) have played the most significant role in the conversion of the customer.  Photo by Mikael Blomkvist from Pexels Model attribution provides insights into how users interacts with your web and mobile apps. The decision-makers leverage the insights to understand what marketing efforts are driving “value”, allowing them to focus on the channels that provide the best Return on Investment (ROI).  There are several attribution models that can be used to assign credit. We will go through some of those in this article. Customer Journey - Beolle.com First touch attribution It is an awareness focus, being an introduction to the brand. This model gives the conversion credit to the first point of contact (i.e. a video or a social link).  Last touch attribution It is a model that gives the conversion credit entirely to the final touchpoint from which a lea