Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

The correct answer is linear attribution, which is an important model in understanding how credit for conversions is assigned across various customer interactions. In linear attribution, each touchpoint in the customer journey receives equal credit for the conversion, regardless of when it occurred. This approach recognizes that all interactions contribute to the customer's decision-making process.

For instance, if a customer interacts with two ads before making a purchase, both interactions are considered equally influential in leading to the final decision. This model is particularly useful for businesses looking to understand the overall impact of all customer touchpoints rather than just the first or last interaction.

In contrast, time decay attribution values touchpoints based on their recency, giving more credit to interactions closer to the time of conversion. First-click attribution assigns all the credit to the very first interaction, while last-click attribution gives all the credit to the final interaction before the conversion. These models do not recognize the equal importance of all touchpoints, which makes linear attribution a unique and often preferred method for a holistic view of customer engagement.