Spring GDS 25th Anniversary
A logistics company that ships to 190 countries built something to ship to itself.
Attribution model
What is an attribution model?
An attribution model is the set of rules that decides which marketing touchpoints get credit when someone converts. A customer rarely buys after a single ad. They might see a social post, search later, click an email, and finally convert through a paid link. The attribution model answers a hard question. Of all those steps, which one earned the sale, and how much.
Models split into single-touch and multi-touch. Last-click gives all credit to the final touchpoint, which is simple but ignores everything that built the intent. First-click credits the discovery step instead. Multi-touch models share credit across the journey. Linear spreads it evenly, time-decay weights recent touches more heavily, and position-based gives extra weight to the first and last interactions. Data-driven attribution uses your own conversion data to assign credit based on what actually moves outcomes, rather than a fixed rule. Picking last-click when most of your spend goes to awareness will make your top-of-funnel channels look worthless when they are doing the early work.
No model is objectively correct. Each is a lens, and the right one depends on the sales cycle, the channels in play, and what decision the report needs to support. The danger is treating any single model as the truth instead of as one view of a messy reality.
Attribution model at Dallonses
We build attribution models into campaign attribution and performance dashboards so spend decisions rest on evidence rather than on whichever channel happened to be last. We start from how the business actually wins customers, then choose models that fit that journey, and we are clear about what each one does and does not show.
This connects to our data-driven customer insights work. Clean tracking, consistent tagging, and a solid data layer are what make attribution trustworthy in the first place, so we get those right before drawing conclusions. We have set up attribution reporting for brands spending across many channels at once, where misreading the credit means misspending real budget, and honest reporting is the whole point.
Not sure which channels actually earn your conversions? Let's build reporting you can trust.
Related services
Related works
Vizitio
Turning a brand into a working business.
Access Ticket
Half a million people. One app. Zero chaos.
Ready to work together?
Book a meeting
