--- title: Attribution Models description: A customer clicks on many touch-points on a path-to-purchase. These models only look at Specific Customized Channels and Assign the Value to those channels. It gives you a Marketing-Centric view of Last Click Attribution. --- [Back to home](https://support.daasity.com/migrated/knowledge) - [ Welcome to Daasity ](https://support.daasity.com/migrated/knowledge/welcome-to-daasity) - [ Integration Setup | Connect Your Data Sources ](https://support.daasity.com/migrated/knowledge/welcome-to-daasity#integration-setup-connect-your-data-sources) - [ Integration Setup | Amazon Seller Central ](https://support.daasity.com/migrated/knowledge/welcome-to-daasity#integration-setup-amazon-seller-central) - [ Navigating the Daasity App ](https://support.daasity.com/migrated/knowledge/welcome-to-daasity#navigating-the-daasity-app) - [ Daasity Platform | Business User Analytics ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics) - [ Brand Supplied Data (BSD) ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#brand-supplied-data-bsd) - [ Dashboards ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#dashboards) - [ Reports ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#reports) - [ Explores ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#explores) - [ Views ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#views) - [ Audiences ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#audiences) - [ Customizations ](https://support.daasity.com/migrated/knowledge/daasity-platform-business-user-analytics#customizations) - [ ELT+ | Technical User Documentation ](https://support.daasity.com/migrated/knowledge/elt-technical-user-documentation) - [ Platform ](https://support.daasity.com/migrated/knowledge/elt-technical-user-documentation#platform) - [ Transformation ](https://support.daasity.com/migrated/knowledge/elt-technical-user-documentation#transformation) - [ Integrations ](https://support.daasity.com/migrated/knowledge/elt-technical-user-documentation#integrations) - [ User Manual and Support ](https://support.daasity.com/migrated/knowledge/user-manual-and-support) - [ Daasity Logic and Best Practices ](https://support.daasity.com/migrated/knowledge/user-manual-and-support#daasity-logic-and-best-practices) - [ Marketing Analytics ](https://support.daasity.com/migrated/knowledge/user-manual-and-support#marketing-analytics) - [ Customer Analytics ](https://support.daasity.com/migrated/knowledge/user-manual-and-support#customer-analytics) - [ Date Analytics ](https://support.daasity.com/migrated/knowledge/user-manual-and-support#date-analytics) - [ Inventory and Returns Analytics ](https://support.daasity.com/migrated/knowledge/user-manual-and-support#inventory-and-returns-analytics) - [ Submit a Support Request ](https://support.daasity.com/migrated/knowledge/user-manual-and-support#submit-a-support-request) - [ Release Updates ](https://support.daasity.com/migrated/knowledge/release-updates) - [ Release Updates ](https://support.daasity.com/migrated/knowledge/release-updates#release-updates) # Attribution Models ## A customer clicks on many touch-points on a path-to-purchase. These models only look at Specific Customized Channels and Assign the Value to those channels. It gives you a Marketing-Centric view of Last Click Attribution. ### Read this article to [Understand Ad Click vs. Marketing Click,](https://support.daasity.com/knowledge/brand-supplied-data-attribution-settings) to Learn How to Setup your Ad Channels in your Brand Supplied Data and To Customize Your Attribution Model Rankings. --- All of the Attribution Models utilize Google Analytics Multi-Channel Funnel data (from the GA First Click Integration) along with your Merchant-Supplied Data in your BSD Channel Mapping Sheet. You can set your **Dynamic Attribution Method **as a Filter in the **Marketing Attribution View** - In the **Marketing Attribution Explorer**. --- ### Assisted Attribution Assisted attribution will attribute an order to each of the channels that had a touchpoint on the path to conversion but did NOT get Last-Click credit. This means if a customer interacts with four channels before making a $200 purchase, **the first three channels will each be attributed $200 in Assisted Attribution**. It is probably easiest to understand this in the examples section below. **Adding up rows will be greater than total row If you add up the assisted metrics for different channels, you will get a number that is higher than the total**. That is because the total de-duplicates the revenue. But since an order can be attributed to multiple channels in assisted attribution, it means a single order will show up as revenue for multiple channels. **Multi-touches do NOT get multiple credit **Although we distribute the full value of an order to each of the upper-funnel channels, **we do NOT assign more than 1x the order revenue to a single channel**. So even if 'Email' had 10 Non-Last-Cllick touch-points on the path to a $200 purchase, We attribute $200 (1x the order revenue) in revenue to it, not $2,000 (10x the order revenue). ### How Can Using Assisted Attribution Help Me Understand My Spend Better? A customer may have double-digit visits, spanning multiple traffic channels, before a purchase. **First Click/Last Click models ONLY look at the first or last touchpoint and give Zero Credit to all the touch-points in between**. You will get a full, unbiased picture of a channel's impact when you combine **Last Click + Assisted** results. Assisted attribution can uncover a lot of value that may be buried by Last-Click Attribution: Like in the example below (real merchant data). ![image.png](https://content.api.getguru.com/files/view/2bed0d24-7df5-407e-ad44-116f0e36d17a)   ### **How to Understand the Different Attribution Models** **In Example A Below:** A Customer Clicked on** Four touch-points** before making a $200 Purchase. Using the default Last Ad Click and Last Marketing Click Channel Settings:   > **The First Click Channel is "Paid Social" (Visit One)** > > **The Last Ad Click Channel is "Paid Search (Visit Two)** > > **The Last Marketing Click Channel is "Email" (Visit Three)** > > **The Last Click Channel is "Organic Search" (Visit Four)**   **Without this Model in Place - **First Click attribution would give full Credit of $200 to "Paid Social" and Last Click attribution would give full Credit of $200 to "Organic Search" **With This Model in Place -** "Paid Search" And "Email" could also claim credit for the $200 Using Last Ad Click and Last Marketing Click attribution respectively. Additionally -** All FOUR Channels can get the full $200 Credit using the Assisted Attribution Model.** ![ExampleA](https://support.daasity.com/hs-fs/hubfs/ExampleA.png?width=688&height=440&name=ExampleA.png)   **In the Example B Below:** A Customer Clicked on **Three touch-points** before making a $200 Purchase. Using the default Last Ad Click and Last Marketing Click Channel Settings: > **The First Click Channel is "Email" (Visit One)** > > **The Last AD Click Channel is "NULL" (Customer did NOT click an Ad Channel)** > > **The Last Marketing Click Channel is "Email" (Visit Two)** > > **The Last Click Channel is "Organic Search" (Visit Three)** **Without this Model in Place -** First Click attribution would give full Credit of $200 to "Email" and Last Click attribution would give full Credit of $200 to "Organic Search" **With This Model in Place -** "Email" receives credit using two different Models. **Additionally - Both 'Email' AND 'Organic Search' Channels can get the full $200 Credit using the Assisted Attribution + Last Click Model.** ![ExampleB](https://support.daasity.com/hs-fs/hubfs/ExampleB.png?width=688&height=414&name=ExampleB.png)