A Comparative Study of Ad Attribution Models: Evaluating the Impact on ROI Measurement (Published)
This article examines the critical relationship between ad attribution modeling and return on investment measurement in digital advertising. Through comparative analysis of prominent attribution methodologies—including last-click, first-click, multi-touch, and data-driven models—the article investigates how attribution choice fundamentally shapes ROI calculations and subsequent marketing decisions. The findings suggest that single-touch models systematically misrepresent customer journeys and distort ROI calculations despite their implementation simplicity. Multi-touch and algorithmic approaches deliver more nuanced insights but present significant implementation challenges. Case studies across e-commerce and SaaS businesses demonstrate substantial variation in perceived channel performance based on attribution methodology. As privacy regulations reshape tracking capabilities, emerging privacy-first attribution approaches and holistic measurement frameworks that incorporate lifetime value and offline touchpoints represent the future direction of marketing measurement. The article provides practical guidance for marketing professionals navigating attribution implementation challenges and highlights the importance of attribution model selection as a strategic rather than merely technical decision.
Keywords: Attribution modeling, Marketing Analytics, ROI measurement, customer journey, digital advertising