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Best for: deciding which model to read before a budget or creative decision.

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Before you start

There is no single correct model — each answers a different question. Know what you’re deciding before you pick.

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The steps

1

Understand the two families

Simple models give all credit to one touchpoint; multi-touch models divide it. Attribution models →
2

Compare models on your own data

Run the Model Comparison tool to see every model side by side. Model Comparison tool →
3

Set the window to match the decision

Short windows for fast feedback, long windows for considered purchases. Attribution windows →
4

Walk one order through the models

See exactly how credit allocation changes what each model reports. Credit allocation examples →

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What to expect

Comparing against an ad platform? Remember most platforms report on last non-direct touch — pick the same model on both sides before drawing conclusions. Lookback windows · Metrics 101