Attribution is important, no matter your industry or your buying cycle.

As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model.

The reality, though, is that no single attribution model can be the standalone source of truth — because no single attribution model can paint the full picture.

Each person, team or agency is likely to be partial to the attribution model that gives the most credit to their work.

Obviously, if you bring your team — or your agencies — into one room to agree on an attribution model, you ll make them very uncomfortable.

So how can you decide which model to use?

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