Attribution models are frameworks used to analyze and assign credit to different marketing touchpoints throughout a customer’s journey, from awareness through to conversion.

They help determine the effectiveness of various marketing channels and campaigns in driving conversions or sales. Google is planning to Sunset four of these models in the coming months.

Acronym’s Associate Manager, Paid Search, Noemi Rhodes’ POV on what marketers need to do to prepare for this change was featured in MarTech’s AdTech.