Digital attribution works by tracking and analyzing user interactions across digital channels. It uses specific models to assign credit to these interactions based on their influence in driving the user towards a conversion, such as a purchase or sign-up. Different models use different methods for assigning that credit; some can assign credit down to the campaign level (like Prescient’s MMM solution) while others only report to the channel level.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is Google’s attribution model?
Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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