Attribution models (last-click, multi-touch) in Digital Marketing - Step-by-Step Execution

Concept Flow - Attribution models (last-click, multi-touch)

User sees ads

↓

User interacts with ads

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User makes a purchase

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Last-click model

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Assign all credit

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Analyze results

Shows how user interactions lead to a purchase, then how different attribution models assign credit to ads.

Execution Sample

Digital Marketing

User clicks Ad1 -> User clicks Ad2 -> User buys product
Last-click: Credit to Ad2
Multi-touch: Credit split Ad1 & Ad2

Tracks user clicks on ads and assigns credit based on chosen attribution model.

Analysis Table

Step	User Action	Attribution Model	Credit Assigned	Notes
1	User clicks Ad1	Last-click	No credit yet	First ad clicked, no purchase yet
2	User clicks Ad2	Last-click	No credit yet	Last ad clicked updated to Ad2
3	User buys product	Last-click	100% credit to Ad2	Last-click model assigns all credit to last ad clicked
1	User clicks Ad1	Multi-touch	Partial credit to Ad1	First touch gets some credit
2	User clicks Ad2	Multi-touch	Partial credit to Ad2	Second touch gets some credit
3	User buys product	Multi-touch	Credit split between Ad1 and Ad2	Multi-touch model shares credit among ads
4	-	Both	-	Process ends after purchase credit assignment

💡 User completes purchase; attribution credit assigned based on model rules.

State Tracker

Variable	Start	After Step 1	After Step 2	After Step 3	Final
Last-click credit	None	None	Ad2	Ad2	Ad2 gets 100% credit
Multi-touch credit	None	Ad1 partial	Ad1 & Ad2 partial	Ad1 & Ad2 partial	Credit split between Ad1 and Ad2

Key Insights - 2 Insights

Why does the last-click model assign all credit to the last ad clicked?

Because as shown in execution_table row 3, the last-click model waits until purchase, then gives 100% credit to the last ad the user clicked before buying.

How does the multi-touch model share credit among ads?

As seen in execution_table rows 4-6, multi-touch assigns partial credit to each ad the user interacted with before purchase, splitting credit rather than giving it all to one.

Visual Quiz - 3 Questions

According to the execution_table, which ad gets full credit in the last-click model after purchase?

A Ad1

B Both Ad1 and Ad2 equally

C Ad2

D No ad gets credit

💡 Hint

Look at execution_table row 3 under 'Credit Assigned' for last-click model.

In the multi-touch model, when does Ad1 start receiving credit?

A After user buys product

B After user clicks Ad1

C After user clicks Ad2

D Never

💡 Hint

Check execution_table row 4 for multi-touch credit assignment.

If the user only clicked Ad1 and then bought the product, how would the last-click model assign credit?

A 100% credit to Ad1

B 100% credit to Ad2

C Split credit between Ad1 and Ad2

D No credit assigned

💡 Hint

Refer to variable_tracker for last-click credit changes and imagine no Ad2 click.

Concept Snapshot

Attribution models assign credit for sales to ads.
Last-click: All credit to last ad clicked before purchase.
Multi-touch: Credit shared among multiple ads clicked.
Helps marketers understand ad effectiveness.
Choice affects marketing decisions and budget.

Full Transcript

This visual execution shows how attribution models assign credit for a purchase based on user ad interactions. The user clicks Ad1, then Ad2, then buys a product. The last-click model waits until purchase and assigns all credit to Ad2, the last ad clicked. The multi-touch model shares credit between Ad1 and Ad2, giving partial credit to each ad the user interacted with. Variable tracking shows how credit changes step-by-step. Key moments clarify why last-click gives full credit to the last ad and how multi-touch splits credit. The quiz tests understanding of credit assignment timing and differences between models. This helps beginners see how marketing attribution works in practice.