Attribution models are frameworks used in marketing to determine how credit for conversions is assigned to different touchpoints in a customer’s journey. These models help businesses understand which channels, such as social media, email, or search engines, are most effective in driving sales or leads. There are several types of attribution models, including first-click, last-click, and multi-touch models. The first-click model gives all credit to the first interaction, while the last-click model attributes all credit to the final touchpoint. Multi-touch models distribute credit across multiple interactions, providing a more comprehensive view of the customer journey.