
The Four Models We Say Goodbye to
- Last Interaction: This model attributed all conversion credit to the last action taken by the user. While this could be useful in some circumstances, it often did not reflect the complete user journey.
- Last Direct Click: Similar to the previous one, but focused on the last direct click, ignoring other interactions that could have led to user conversion.
- First Interaction: This model gave all conversion credit to the first action the user took, ignoring all subsequent ones.
- Linear Position: Distributed conversion credit equally across all interactions performed by the user.