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Dictionary by pitch.dog
Attribution, incrementality & effectiveness · Core

Attribution model

Also called: credit model

ELI5

The rule or method used to distribute conversion credit across interactions.

Used in conversation

“How are we defining attribution model in this deck?”

Pitch context

You will see “Attribution model” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.

Why it matters: It helps a reader interpret attribution, incrementality & effectiveness without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.