Attribution · The model · Element
The approach
Which model is in use.
The part
What it is
Last touch, first touch, linear, position-based or data-driven. The last requires volume most organisations do not have.
Consistency matters more than sophistication: changing model changes every number and invalidates every comparison.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the model
The bias
What the model systematically over- and under-credits.
LearnThe use
What the output is used for.
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