An attribution model is the set of rules used to assign credit for a conversion (like a wallet connect, deposit, or mint) across the multiple touchpoints a user encountered beforehand. Common models include first-touch, last-touch, and multi-touch, and the choice materially changes which channels or campaigns look most effective.

Examples

• A last-touch model gives 100% of the credit for a deposit to the final ad the user clicked before converting.

• A multi-touch model splits credit for a mint across a Farcaster cast, a Discord link, and a direct visit.

• A growth team switches attribution models to see how channel performance rankings shift.

FAQs

What’s the most common attribution model?

Last-touch attribution is the most common default, though it tends to overweight bottom-of-funnel channels.

Why does the attribution model matter?

It changes which channels and campaigns appear most valuable, directly influencing budget decisions.

Does Formo support multiple attribution models?

Formo supports first-touch, last-touch, and multi-touch attribution, including onchain attribution tied to wallet activity.