What is the best attribution model for marketing ROI?

The best attribution model for marketing ROI will depend on your specific business goals and the types of marketing channels and campaigns you are using. Some common attribution models include:

1. Last-click attribution: This model attributes the sale or conversion to the last marketing touchpoint before the customer made a purchase.
2. First-click attribution: This model attributes the sale or conversion to the first marketing touchpoint that the customer interacted with.
3. Linear attribution: This model evenly distributes the credit for a sale or conversion across all of the touchpoints in the customer journey.
4. Time-decay attribution: This model gives more credit to marketing touchpoints that are closer in time to the sale or conversion.
5. Position-based attribution: This model gives the majority of the credit for a sale or conversion to the first and last touchpoints in the customer journey, while dividing the remaining credit evenly among the other touchpoints.

It’s important to consider the strengths and limitations of each attribution model and how they align with your business goals. It may also be helpful to experiment with different attribution models and see which one provides the most accurate and meaningful results for your business.