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## Attribution Models

| Model | Credit Distribution | Limitation |
|-------|--------------------|-----------| 
| Last Click | 100% to last touchpoint | Undervalues awareness channels |
| First Click | 100% to first touchpoint | Ignores nurturing |
| Linear | Equal across all touchpoints | Ignores varying importance |
| Time Decay | More to touchpoints near conversion | May undervalue early awareness |
| Position-Based (U-Shaped) | More to first and last | Ignores middle touchpoints |
| Data-Driven | ML-determined distribution | Requires high data volume |

Analyze paths to understand channel interplay, touchpoint count, and budget allocation.
