Attribution Model
An attribution model is a rule, rule set, or algorithm that assigns credit for conversion or revenue outcomes to touchpoints in a buyer journey.
Primary keyword
attribution model
Plain-English definition
It is how a team decides which interactions get credit when a prospect becomes a lead, opportunity, or customer.
Why it matters
Attribution affects budget decisions, campaign reporting, and the perceived value of marketing and sales activities.
Example
A data-driven model credits multiple ads and site visits based on observed contribution, while a last-click model credits the final click.
Common mistakes
Treating attribution as proof of causation, ignoring offline sales interactions, or changing models without explaining reporting shifts.
TurnkeyGTM angle
TurnkeyGTM can complement attribution tools by preserving the qualitative evidence behind why buyers moved, stalled, or converted.
Related reading
Guides, templates, and posts that put attribution model to work.
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