What documents reflect the fact of production?

Attribution is the process of identifying the source or channel that led a user to a desired action (e.g., purchase, registration). It is important for evaluating marketing campaign effectiveness and budget allocation.

Main attribution models:

• Last Click — all credit is assigned to the last interaction before conversion.
• First Click — all credit is assigned to the first interaction.
• Linear — credit is evenly distributed across all interactions.
• Time Decay — more weight is given to recent interactions, less to earlier ones.
• Position Based — a fixed percentage of credit is assigned to the first and last interactions, with the rest distributed among the middle interactions.

The choice of model depends on business goals and user journey characteristics.