Marketing attribution modeling

Marketing attribution — assignment of credit к channels/campaigns за conversions. Foundation для marketing budget allocation.

Models

Last-click: 100% credit last touch. First-click: 100% first. Linear: equal split all touches. Time decay: recent touches больше credit. Position-based: 40% first + 40% last + 20% middle. Data-driven: ML-based attribution. Каждая model — different insights.

Data-driven attribution

Markov chains: probability transitions между touches. Shapley values: game-theoretic fair distribution. LSTM для sequences. Requires clean event data. GA4 offers it по умолчанию. Custom implementations в BigQuery, Snowflake.

iGaming specifics

Long consideration cycles: research → sign up. Multi-device tracking challenges. First deposit as target event. Fraud attribution: exclude bonus abusers. Regulatory: cookie consent limits tracking. CAPI (Conversion API) для server-side attribution — dominant approach.

Business impact

Budget reallocation: shift к higher-attributed channels. CPA analytics: honest cost per real conversion. Vendor negotiation: с data-backed insights. Attribution model choice — political в organizations. Consistency critical: same model для decisions.