Attribution modeling is a method used in digital marketing to determine how different marketing channels contribute to a conversion, such as a sale or lead. It helps businesses understand which touchpoints in a customer's journey are most effective, allowing them to allocate resources more efficiently. There are various types of attribution models, including first-click, last-click, and multi-touch models. Each model assigns different values to interactions based on their position in the customer journey. By analyzing this data, marketers can optimize their strategies and improve overall campaign performance.