Linear Attribution Model

Linear Attribution Model Explained with Examples:

The linear attribution model is a multi-touch attribution approach that assigns equal credit to all marketing touchpoints that a user interacts with throughout their customer journey. This means that each touchpoint shares an equal portion of the credit for driving a conversion. Let's delve into this model using examples:

Example 1: Online Purchase

Imagine a user's journey to purchasing a new pair of shoes:

1. They come across a sponsored post on Instagram showcasing the shoes.
2. Later, they click on a Google Ads search ad to learn more about the product.
3. They visit the website directly by typing in the URL and proceed to make the purchase.

In the linear attribution model, each touchpoint—the Instagram post, the Google Ads search ad, and the direct website visit—would be attributed an equal share of the credit for the shoe purchase.

Example 2: Event Registration

Consider a user interested in registering for an online webinar:

1. They receive an email invitation to the webinar.
2. They see a social media post sharing the same event.
3. Finally, they click on a banner ad on a relevant blog to register for the webinar.

In the context of the linear attribution model, the email invitation, social media post, and banner ad would each receive an equal portion of the credit for the webinar registration.

Example 3: Travel Booking

Imagine a traveler planning a vacation:

1. They see a display ad for a travel agency's vacation packages.
2. Later, they visit the agency's website by clicking on a retargeting display ad.
3. Finally, they conduct a Google search, click on an organic result, and book a vacation.

According to the linear attribution model, the display ad, retargeting display ad, and organic search click would all share an equal portion of the credit for the vacation booking.

Advantages and Considerations:

Advantages:

• Fair Distribution: The model distributes credit equally across all touchpoints, acknowledging each touchpoint's contribution.
• Comprehensive View: It offers insights into the collective impact of all interactions, providing a holistic view of the user journey.

Considerations:

• Lack of Weighting: Equal distribution might not accurately reflect the varying influence of touchpoints in driving conversions.
• Complex Journeys: In cases where user journeys are complex, certain touchpoints might have more impact than others.

The linear attribution model is particularly useful when you want to emphasize the collective role of all touchpoints in the conversion process. However, it's important to choose an attribution approach that aligns with your marketing strategy and accurately represents how touchpoints contribute to user conversions.