What is attribution modeling in digital marketing?

• A. Allocating credit to the last interaction that led to a conversion.
• B. Measuring only the overall impressions of campaigns.
• C. Assigning credit to touchpoints across the customer journey.
• D. Tracking conversions without considering touchpoints.

Answer: (C)

Attribution modeling is about assigning credit for a conversion across the different interactions a customer has with your brand along their journey. In digital marketing, people often encounter multiple touchpoints—ad impressions, emails, search results, website visits—before converting. Attribution modeling tries to distribute the value of the conversion across those touchpoints, rather than crediting just one moment.

That’s why the description that assigns credit to touchpoints across the customer journey is the best match. It captures the multi-touch nature of modern paths to conversion and helps marketers understand which channels and interactions actually influence outcomes. The other ideas focus narrowly on the last interaction, on impressions alone, or on tracking conversions without considering the sequence of touchpoints, which doesn’t describe attribution modeling.