This post explored many models, from the basics that are default in GA, to Markov Models and the relative blackbox/robust model that premium Google Analytics and Attribution 360 use.

While it can be daunting, especially when faced with the prospect of having to use sophisticated statistical models in R to build out accurate models, remember this: attribution uses past information to help you make future optimization decisions.

For some businesses, really nailing last click attribution might help inform future decisions. For large multi-channel brands that have a large media spend – well, they might need a sophisticated data-driven model.