“First Click” Attribution Model
What is it?
Assigns 100% credit to the first channel that brought the user.Playful explanation
The Party Invitation 🎉 The person who made the original invitation to the party gets all the credit.Practical example
User first clicks on an Instagram ad, then receives emails, and finally converts via remarketing. → Instagram receives 100%.”Assisted” Attribution Model
What is it?
Assigns 100% credit to all channels that participated in the journey.Playful explanation
The Relay Race 🏃♂️ All runners on the team get gold medals.Practical example
Instagram → Email → Google → Purchase → all receive 100%.”Last Click” Attribution Model
What is it?
Assigns 100% credit to the last channel accessed before conversion.Playful explanation
The Goal in Soccer ⚽ Only the person who kicks the goal gets the credit.Practical example
Google → Instagram → Remarketing → Purchase → Remarketing receives 100%.”Last Click Paid” Attribution Model
What is it?
Assigns 100% credit to the last paid channel clicked before conversion.Playful explanation
Goal with Sponsorship ⚽ Only credit counts for the last “player with sponsorship on their jersey”.Practical example
Facebook Ads → Email → Google Ads → Organic → Purchase → Google Ads receives.”Last Click Non Direct” Attribution Model
What is it?
Assigns 100% credit to the last non-Direct channel before conversion.Playful explanation
The Smart GPS 🧭 We ignore shortcuts (direct/organic) and look at who actually directed the path.Practical example
Meta Ads → Direct → Purchase → Meta Ads receives 100%.”Linear” Attribution Model
What is it?
Divides credit equally among all touchpoints.Playful explanation
Cake in Equal Parts 🎂 Each participant gets the same slice of cake.Practical example
Instagram → Google → Email → Purchase → each receives 33.3%.”U-Shaped” Attribution Model
What is it?
40% for First Click, 40% for Last Click, and 20% distributed equally among the remaining steps.Playful explanation
Opening and Closing 🎭 Whoever opens the show and whoever closes the show get the spotlight; the middle divides the rest.Practical example
Instagram → Google → Email → Purchase → 40% Instagram, 40% Email, 20% Google.”Markov (Markov Chains)” Attribution Model
What is it?
Probabilistic model that calculates the real impact of each channel by simulating removal and observing the drop in conversions.Playful explanation
The Puzzle 🧩 If you remove a piece and the image doesn’t complete, it was essential.Practical example
Removing Meta Ads → total conversions drop → Meta Ads played an essential role.”Clicks + Views” Attribution Model (New)
What is it?
100% credit for clicks tracked by Nemu Conversions by view-through officially reported by platforms (Meta, TikTok, Pinterest) It doesn’t replace the click model — it adds exposure impact.Playful explanation
The Billboard that Convinces 👀 Not everyone enters the store right when they see the billboard.Some pass by, remember the brand later, and come back to buy. Who entered through the door gets credit for the click.
Who was influenced by the billboard also counts.
Practical example
TikTok (view) → User doesn’t click → Days later enters directly → PurchaseTikTok (click) → User clicks → Purchase Result in Clicks + Views:
- Sales by click (Nemu)
-
- Sales by view (Platform API)
- 10 sales by click
- 5 sales by view
When to use?
Ideal when:- The brand invests heavily in social
- There are awareness campaigns
- You want to bring Nemu’s analysis closer to the view managers see within platforms
Summary Table
| Model | Best for understanding… |
|---|---|
| Assisted | Channel collaboration |
| First Click | Who brings new visitors |
| Last Click | Who closes sales |
| Last Click Paid | Direct return on paid media |
| Last Click Non Direct | Last non-direct/organic click |
| Linear | Balanced collaboration |
| U-Shaped | Strength of journey start and end |
| Markov | Real impact of each channel |
| Clicks + Views | Combined click + exposure impact |