Attribution models describing how to distribute credit for a particular conversion across potentially many prior interactions. See https://support.google.com/adwords/answer/6259715 for more information about attribution modeling in AdWords.
||Attributes all credit for a conversion to its last click.|
||Attributes all credit for a conversion to its first click.|
||Attributes credit for a conversion equally across all of its clicks.|
||Attributes exponentially more credit for a conversion to its more recent clicks (half-life is 1 week).|
||Attributes 40% of the credit for a conversion to its first and last clicks. Remaining 20% is evenly distributed across all other clicks.|
||Flexible model that uses machine learning to determine the appropriate distribution of credit among clicks.|