With so many  models to choose from, you might wonder which one is the right fit for your business. Fortunately, with tools like Google Analytics, you can easily switch between views to analyze your results from different models at any time.
That being said, you might want to focus on one or two specific attribution models. Choosing the best model for your business can depend on your current needs and goals.
For example, if you want to focus on brand awareness as mentioned in the marketing attribution definition, the first interaction model can be handy because it helps you discover which channels users first discovered your business.
On the other hand, if you want to learn which campaigns are the most effective in driving conversions, focusing on the time decay or last interaction model could be a great fit for your company.
And if you want to analyze your customer’s journey from awareness to conversion, you can use a linear model to view each step your customers took on their path to making a purchase.