Glossary
What is an attribution model?
An attribution model is the rule that decides how a sale is credited to marketing channels. A developer's buyer touches the project many times: sees an ad, searches the name on Google, comes in through a broker. The model decides who gets the sale, and that determines which channel looks profitable in your report.
The main models
| Model | How it credits | Risk |
|---|---|---|
| Last click | The whole sale to the last touch | Undervalues the ad that first brought the person in |
| First click | The whole sale to the first touch | Misses what closed the deal |
| Linear | Equal credit to every touch | Treats all touches as equally important |
| Data-driven | The ad platform's algorithm assigns weight | Only sees touches inside its own platform |
What works for a developer
The sales cycle is long and there are many touches, so one model isn't enough. Store the first and last source on the lead record, and ask at the meeting how the buyer heard about the project. If last-click sales keep going to brokers and brand search, check whether ads brought those people in.
More on connecting ads and sales: end-to-end marketing analytics for developers.
FAQ
Which attribution model works best for real estate?
One model isn't enough: the cycle is long and there are many touches. Store each lead's first and last source and ask buyers how they heard about the project.