Different types of multi-touch attribution include linear attribution, which gives equal credit to all touchpoints; time decay attribution, which assigns more value to interactions closer to the conversion; and position-based (U-shaped) attribution, which emphasizes the first and last touchpoints while distributing the remaining credit among other interactions.
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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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