4. Time-Decreasing Attribution Model

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May not always accurately reflect the true value of individual channels if one played a more significant role in the process.
In this model, channels that the user interacted with closer to the time of purchase receive more weight. That is, if the purchase was made through search advertising, but the customer interacted with banner advertising before that, then search advertising will receive a greater contribution.
Advantages:
Allows you to take into account the influence of the last stages of the customer belgium consumer mobile number list journey, which is relevant for analyzing conversions in the case of long purchasing cycles.
Well suited for campaigns aimed at closing a sale.
Flaws:
May underestimate the importance of the early stages, when users are just beginning to get to know the brand.
5. Positional Attribution Model
This model places more emphasis on the first and last touchpoints. For example, 40% of the attribution goes to the first touchpoint, 40% to the last touchpoint, and the remaining 20% ​​is distributed equally between the remaining stages.
Advantages:
A good balance between recognizing the importance of the early and late stages of the customer journey.
Provides more accurate attribution distribution.
Flaws: