Attribution models (last-click, multi-touch) in Digital Marketing - Practice Problems & Coding Challenges

Challenge - 5 Problems

🧠 Conceptual

intermediate

Understanding Last-Click Attribution

Which statement best describes the last-click attribution model in digital marketing?

A It assigns all credit for a conversion to the last marketing touchpoint before the sale.

B It divides credit equally among all marketing touchpoints in the customer journey.

C It assigns credit based on the time spent on each marketing channel.

D It ignores the last touchpoint and credits only the first interaction.

💡 Hint

Think about which interaction gets full credit in last-click attribution.

Last-click attribution gives 100% credit to the final touchpoint before conversion, ignoring earlier interactions.

📋 Factual

intermediate

Multi-Touch Attribution Basics

What is the main advantage of using a multi-touch attribution model over last-click attribution?

A It assigns credit only to paid advertising channels.

B It ignores early marketing efforts to focus on the final sale.

C It simplifies reporting by focusing on a single touchpoint.

D It distributes credit across multiple touchpoints to reflect the full customer journey.

💡 Hint

Consider how multi-touch attribution treats all interactions in the buying process.

Multi-touch attribution gives credit to several marketing touchpoints, showing how each contributes to the conversion.

🔍 Analysis

advanced

Comparing Attribution Models

Given a customer journey with three touchpoints: Email, Social Media, and Paid Search (in that order), which attribution model would assign all credit to the Email channel?

A Linear multi-touch attribution

B First-click attribution

C Last-click attribution

D Time-decay attribution

💡 Hint

Think about which model credits the first interaction fully.

First-click attribution assigns 100% credit to the first touchpoint, which is Email in this case.

❓ Reasoning

advanced

Choosing the Right Attribution Model

A company wants to understand how each marketing channel contributes over time, giving more credit to recent interactions but not ignoring earlier ones. Which attribution model fits this need best?

A Time-decay attribution

B First-click attribution

C Position-based attribution

D Last-click attribution

💡 Hint

Consider which model weights recent touchpoints more heavily but still credits earlier ones.

Time-decay attribution gives increasing credit to touchpoints closer to conversion while still acknowledging earlier interactions.

🚀 Application

expert

Calculating Conversion Credit in Multi-Touch Attribution

A customer interacts with three channels before buying: Display Ad, Email, and Paid Search. Using a linear multi-touch attribution model, how much credit does each channel receive for the conversion?

A Display Ad: 0%, Email: 0%, Paid Search: 100%

B Display Ad: 50%, Email: 25%, Paid Search: 25%

C Display Ad: 33.3%, Email: 33.3%, Paid Search: 33.3%

D Display Ad: 25%, Email: 50%, Paid Search: 25%

💡 Hint

Linear attribution splits credit equally among all touchpoints.

Linear multi-touch attribution divides credit equally, so each of the three channels gets one-third of the credit.