Attribution Model
Learn what an attribution model is in SEO and link building, and how to assign credit to marketing touchpoints that drive conversions and backlinks
An attribution model is a set of rules that determines how credit for conversions is distributed across the various marketing touchpoints in a customer’s journey. Common models include first-touch, last-touch, linear, and time-decay attribution. For link building, attribution modeling helps quantify the role backlinks play in driving conversions. A visitor might discover your site through an organic search result influenced by backlinks, then convert after a later direct visit. Without proper attribution, the link building effort receives no credit. Understanding attribution helps demonstrate the true business value of link building beyond simple traffic metrics.