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Google Attribution is a monitoring program developed by Internet advertising companyAlphabet Inc.[1] launched in 2017. It has to link with aGoogle Analytics view that is associated with a registeredAdWords orDoubleClick Search account. An attribution model is set of rules, that shows how credit for sales and conversions are allocated totouchpoints inconversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to final touchpoints (i.e., clicks) that immediately precede sales orconversion. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.
