There are 6 multi-source attribution

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models you can use in your digital marketing. They include:

Linear – This is the most basic model, giving equal credit to every touchpoint in the campaign.
Time Decay - This model is often used for longer sales cycles and gives the bulk of the credit to touchpoints that occurred later in the process. It generally will discount activities that took place earlier, which likely had less impact on the final result.
U-shaped – This type of multi-source attribution will give credit to two particular touchpoints; the first touch and then the lead creation. Typically, you would give 40% of the credit to the first touch, 40% to lead creation, and divide the last 20% among the touchpoints that happened in between.
W-shaped – This model resembles the U-shaped model but includes an extra touchpoint, which is the opportunity creation. In the W-shaped model, each touch gets 30% of the credit, while the other cell phone number search philippines ouches share the remaining 10%.
Full Path – The full path model takes the W-shaped model and builds on it, including the final close. Most of the credit is given to the major touchpoints of the customer journey, with lower weight given to the various touches in between. A significant benefit of this model is that interactions after the fact by the sales team are given the same weight as marketing activities in the early stages.
Custom – This is likely the most sophisticated multi-source attribution model. It allows the marketing team to determine the value and credit given to each touchpoint based on variables such as the specific marketing channels used in the campaign, the buyer behavior, and the industry.
Weighted Multi-Source Attribution - A weighted multi-source attribution model allows you to acknowledge all of the interactions that happened throughout the entirety of the sales cycle, plus give specific weight to those touchpoints that had the most impact. This type of model will provide you with the most accurate view of the customer journey: which areas are working and which stages need improvement, but it can be a challenge to apply effectively.
Choosing a Marketing Attribution Model