Why is this important?
- Understand which channels attract new customers.
- Identify which channels close more sales.
- Evaluate how channels work together.
- Distribute marketing budget strategically.
Models available on Nemu
Assisted
Assigns 100% credit to all channels that participated in the user’s journey. If the channel appeared at any point before conversion, it receives attribution — even if it wasn’t the first or last. Useful for understanding the complete journey and how channels collaborate. Example: Instagram, Email Marketing, and Google Ads appear in the path → all receive 100% attribution.Last Click
Assigns 100% credit to the last channel the user visited before conversion. Useful for identifying which channels close more sales. Example: Customer went through Instagram, Email Marketing, and finally clicked on a remarketing ad → remarketing receives 100% attribution.Last Click Paid
Assigns 100% credit to the last paid channel clicked before conversion. If the last click was organic or direct, the most recent paid ad before that click is considered. Useful for measuring direct return on media investments. Example: Customer clicks on Google Ads, then visits the site through organic search and purchases → Google Ads receives attribution.Last Click Non Direct & Organic
Assigns 100% credit to the last channel that is neither Direct nor Organic before conversion. Helps reduce noise caused by direct/SEO visits at the end of the journey. Example: Meta Ads → Direct → Purchase → Meta Ads receives 100%.First Click
Assigns 100% credit to the first channel that brought the customer. Useful for identifying which channels generate more new visitors. Example: Customer arrives through Instagram, then sees ads and emails → only Instagram receives attribution.Linear
Distributes credit equally among all touchpoints that participated in the journey. Ideal for measuring channel collaboration. Example: Instagram → Google → Email → Purchase → each receives 33.3%.U-Shaped
Gives 40% to the first click, 40% to the last click, and distributes the remaining 20% equally among the other steps in the journey. Useful for balancing acquisition and closing. Example: Instagram → Google → Email → Purchase → 40% Instagram, 40% Email, 20% Google.Markov (Markov Chains)
Simulates what would happen if a channel didn’t exist. Based on all journeys (with and without conversion), it calculates the real impact of the absence of each channel and distributes credit proportionally to its contribution. Useful for understanding real value, even when the channel doesn’t appear as first or last click. Example: If we remove Meta Ads and conversions drop by 25%, this means Meta Ads contributed to 25% of total conversions.Clicks + Views
Combines traditional attribution based on clicks tracked by Nemu with view-through conversions officially reported by platforms (Meta, TikTok, and Pinterest). In this model:- Sales by click normally follow the chosen model (e.g., Last Click).
- Conversions attributed exclusively to views, as reported by official platform APIs, are added.
TikTok generates 10 sales by click (tracked by Nemu) and reports 5 sales by view via API → in the Clicks + Views model, TikTok will have 15 sales attributed.
Summary
| Model | Best for understanding… |
|---|---|
| Assisted | Complete journey and how channels work together |
| Last Click | Which channels close more sales |
| Last Click Paid | Direct return on paid media investments |
| Last Click Non Direct & Organic | Last non-organic, non-direct clicks |
| First Click | Which channels bring new visitors |
| Linear | Balanced distribution across all channels |
| U-Shaped | Weight of journey beginning and end |
| Markov | Real impact of each channel across the journey |
| Clicks + Views | Combined impact of clicks + exposure (views) |