Marketing attribution is calculated across various measurement platforms (such as Google Analytics, Prescient, etc.) by using various models such as single-touch attribution models (examples include last-click and first-click models), multi-touch attribution models (examples include linear, time-decay, and position-based models) or marketing mix/media mix models (this includes regression analysis). These models attribute credit to different touchpoints based on set rules or algorithms that reflect their impact on the conversion. Multi-touch attribution models tend to use rules while marketing mix or media mix models use algorithms and statistics.
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