Attribution modeling describes the various methods available to marketers to properly break up and side by side assign the conversion credits to a number of different channels in case the users of the data lookup the websites multiple times through multiple mediums and ways available to examine the data in an effort to come to know of the conversion mode and details of conversion.
This kind of modeling helps in the projection of actual return on advertising unlike the automatically or even manually calculated return as usually those returns are inflated and attribution marketing aims to deflate the results for you and present them to you in their most organic form.
A valid attribution model must cover all the user channels that users of the website can use to access the website. This includes a list of all the modes of accessing the website, be it various browsers used like Google Chrome, Firefox or Internet Explorer or even usage of devices like laptops, computers, mobile phones or iPads.
The marketer must create a proper list of all these sources to ensure the best results of attribution marketing. This warning is given because a lot of advertising channels like Facebook, Instagram, and others, usually social media channels analyze the return on advertising by themselves and these returns are usually inflated.
There is a major lack of cross-platform integration and this leads to problematic results that often do not provide to the marketer a true picture of the return of the amount invested in advertising. A true picture of the return needs to be provided to the marketer as this enables the marketer to ensure that he/she invests the right amount in advertising to get positive returns from it.
This happens because when a marketer invests mindlessly in advertising, there are high chances that the results of the marketing may not be positive leading to a negative return, thereby increasing losses. Thus, attribution modeling is very important from the point of view of a marketer.