The attribution modelling, which is also called channel attribution modelling, is the process of giving credit to different marketing channels or contacts that led to a user’s conversion or action (an event) on a mobile app.
This is done by looking at information about how people use your app, like downloads, in-app payments (IAPs), clicks, and impressions, and then figuring out which marketing efforts caused those actions.
Types of Attribution Modelling
There are a few main types of attribution modelling. All attribution models look at the channels and touchpoints that a customer used before they decided to convert. However, each model gives different weights to those channels and touchpoints.
1. Multi-Touch Attribution Modelling
This type of attribution modelling is very useful because it considers all the channels and touchpoints that a customer used during the buyer’s journey, up until they made the decision to buy. It tells you which outlets and touchpoints had the most impact on the customer and how they all worked together to make a difference.
2. Attribution modelling across channels
Multi-touch attribution and cross-channel attribution modelling are terms that are often used to refer to the same thing. But their meanings are a little different. Each marketing channel, like paid, organic, or social media, is given a value by cross-channel attribution, but it doesn’t look at the unique touchpoints within those channels like multi-touch attribution does.
3. Modelling with linear attributes
Linear attribution modelling is a type of multi-touch attribution that gives the same amount of credit to all the platforms and touchpoints that a customer used during the buying process.
4. Attribution modelling with the first touch
According to first touch attribution modelling, the conversion is fully attributed to the first channel or touchpoint that the customer engaged with.
5. Attribution modelling with a last touch
Last-touch attribution modelling is the inverse of first-touch attribution modelling, as it assigns all credit to the last touchpoint a lead engaged with before converting.
6. Attribution modelling based on time decay
Time-decay attribution modelling credits all touchpoints that contributed to a conversion while also taking into account the time at which each touchpoint occurred – the touchpoints that occurred closest to the time of conversion are weighted the most highly.
7. U-Shaped Attribution Modelling
U-shaped modelling, also known as position-based attribution modelling, allocates credit for a conversion to the first and last touchpoints.
8. W-Shaped Attribution Modelling
W-shaped attribution modelling gives the most weight to the first touchpoint, the last touchpoint, and the mid-funnel touchpoint before a sale. After that, it gives each touchpoint the same amount of credit.
Attribution Modelling Tools
There are several tools that help with marketing attribution modelling; here are four alternatives to get you started:
1. CallRail
CallRail is a platform for marketing data and call tracking. The tool lets you look at your call data in various ways by giving you different reports. For example, attribution modelling is a report that falls under the cost-per-lead reporting group. Why do you need attribution modelling for your calls?
It helps you figure out all the marketing touches that led to a phone call with a client. Based on the number of phone calls they bring in, this information tells you which sources are most likely to turn those calls into paid customers.
2. Wicked Reports
Wicked Reports is a multi-channel attribution platform for ecommerce marketers. The tool figures out the ROI and LTV for each channel, campaign, and ad, so you can see how each marketing touchpoint works. When you connect your attribution models to your campaign goals in Wicked Reports, you can see how your campaigns are doing at all stages of the buyer’s journey.
The tool gives you detailed and correct information from all of your business platforms, like Google, CRMs like HubSpot, marketing software, e-commerce platforms, and Facebook. This makes it easy to combine and access your credit data.
3. Dreamdata
Dreamdata is a platform for attributing B2B revenue that collects, integrates, and cleans all data linked to revenue, providing a clear and actionable picture of what drives B2B revenue. Dreamdata’s app gives you a lot of different kinds of information, such as a new way to look at customer journeys by showing you interactive timelines for each account in your pipeline.
The Dreamdata platform also lets you run all touches through customisable multi-touch attribution models across and between pipeline steps. This shows you which campaigns and channels are bringing in money and when. Dreamdata also automatically connects to Google and LinkedIn Offline Conversions, which lets B2B marketers give data back to the ad platforms.
This helps growth leaders and marketers match their ad spend and content to income, know every customer’s journey and goal, and make sure there is an automated B2B go-to-market data warehouse.
4. Attribution
Attribution is an enterprise multi-touch attribution tool that helps you see how each of your marketing channels affects your marketing goals. With its many connections with ad software, CRM platforms, marketing tools, and more, it makes data collection automatic.
It takes your budget and all of your offline marketing channels into account as well. You don’t have to do anything to use attribution modelling, and you can sort your attribution results and reports by channel, marketing strategy, touchpoint, and more.
Frequently Asked Questions
1. What is an attribution model in digital marketing?
An attribution model is a rule or set of rules that determines how credit for sales and conversions is assigned to various touchpoints in a customer’s journey. It helps marketers understand which channels (e.g., social media, email, search ads) are most effective at driving results.
2. Why is attribution modelling important in 2025?
In 2025, customers interact with brands across more touchpoints than ever before—mobile apps, influencer content, chatbots, and offline events. Attribution modelling helps brands identify what truly drives conversions so they can spend smarter and grow faster in a competitive, multi-channel environment.
3. What’s the difference between single-touch and multi-touch attribution?
- Single-touch attribution (like first-touch or last-touch) gives 100% credit to one interaction.
- Multi-touch attribution spreads credit across several touchpoints, offering a more complete view of the customer journey.
Final Thoughts
Attribution modelling is more than just assigning credit—it’s about uncovering the real story behind user actions and marketing effectiveness. Whether you’re working with first-touch, last-touch, or sophisticated multi-touch models, the goal remains the same: to better understand your customer journey and optimise your strategy based on what truly drives conversions.
With the right attribution model in place, marketers can move from guessing to knowing which channels are worth investing in, how touchpoints work together, and what efforts are truly generating ROI. And with tools like CallRail, Wicked Reports, Dreamdata, and Attribution, businesses of all sizes can harness actionable insights to make smarter, data-driven decisions.
Choosing the right model (or combination of models) depends on your goals, your audience, and your data maturity. But once dialled in, attribution modelling becomes a powerful compass for marketing success.