The attribution model that distributes the credit for a conversion equally across all the channels a customer clicked or engaged with before converting is called the Linear Attribution Model. In this model, each touchpoint in the customer journey leading to a conversion is given equal credit.
Here's a breakdown of how the Linear Attribution Model works:
1. Equal Distribution: Every touchpoint that a customer interacts with before converting is given the same level of credit for the conversion.
2. Example: If a customer's journey involves interacting with a social media ad, visiting the website through an organic search, clicking on a paid search ad, and then making a purchase, each of these touchpoints would receive 25% credit in a linear attribution model.
3. Key Feature: The Linear Attribution Model is useful in giving visibility to the contribution of all channels in influencing a conversion, providing a more balanced view of the customer journey.
By using the Linear Attribution Model, businesses can gain insights into the effectiveness of each channel in the conversion process and make informed decisions about their marketing strategies.
