Custom models Attribution models can be tailored to a company’s specific needs, incorporating elements from standard models rather than creating something entirely new, which allows for precise control over credit distribution for conversions and across touch points. However, developing and maintaining custom models can be time-consuming and expensive. A more practical approach is to use pre-built attribution models and adjust them as needed. Turning insights into action As privacy regulations tighten and third-party cookies slowly fade, understanding customer behavior at every touch point becomes more critical than ever. But multi-touch attribution is…
