> ## Documentation Index
> Fetch the complete documentation index at: https://docs.nemu.com.br/llms.txt
> Use this file to discover all available pages before exploring further.

# Types of Attribution Models

> Learn about the different types of attribution models available on Nemu and when to use each to analyze your campaigns.

## "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 → Purchase\
**TikTok (click)** → User clicks → Purchase

Result in Clicks + Views:

* Sales by click (Nemu)
* * Sales by view (Platform API)

If TikTok had:

* 10 sales by click
* 5 sales by view

→ **15 sales attributed in total**

### 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  |