What is attribution modeling and how does it affect marketing decisions?

Attribution modeling determines which marketing channels get credit for conversions. Different models (first-click, last-click, linear, time-decay, data-driven) assign credit differently. Attribution affects marketing decisions by influencing which channels you invest in. Last-click attribution gives all credit to final touchpoint, while first-click credits the first. Most conversions involve multiple touchpoints, so choosing the right model matters. Data-driven attribution uses machine learning to assign credit more accurately. Understanding attribution helps allocate marketing budget effectively. Many consultants help set up proper attribution and interpret results. Good attribution modeling reveals which channels actually drive conversions, not just which get last click.