Attribution explained
Attribution is how you assign credit for a conversion across the touchpoints that led to it; since SEO often starts and assists journeys that finish elsewhere, last-click models under-credit it.
The models
- Last-click: all credit to the final touch (undervalues SEO's early role) - First-click: all credit to the first touch (overvalues discovery) - Data-driven / multi-touch: spreads credit across touches (fairest for SEO) SEO frequently introduces and nurtures a lead that converts via direct or brand search later.
Why it matters
Judged only on last-click, SEO looks weaker than it is, because it does a lot of top- and mid-funnel work. Use a multi-touch or data-driven model, and consider assisted conversions, to see SEO's real contribution and fund it properly.
Frequently asked
Last-click attribution credits the final touch, but SEO often starts the journey and assists conversions that complete via direct or brand searches later.
A multi-touch or data-driven model, which shares credit across touchpoints, reflects SEO's assisting role far better than last-click.
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