Data Attribution

Data Attribution

Not every channel directly results in a conversion—but that doesn't mean it lacks value. In a world where customers go through various touchpoints before taking action, it's crucial to understand the role each channel plays. With Follo's attribution models, you gain exactly that insight. We help you understand the actual contribution of each marketing channel, so you can make smarter decisions about budget, deployment, and strategy.
Contact Us

More Targeted Budget Deployment

What Are Attribution Models?

202503-Sfeer-Follo-Utrecht-708021

An attribution model determines how you assign the value of a conversion to the various touchpoints in a customer journey. While the traditional last-click model only rewards the last channel, modern models also show the impact of earlier interactions. Think of a first click on a display campaign or an interaction with a social post that sparks consideration. At Follo, we work with standard models and custom models. Which model fits depends on your goals, funnel structure, and customer behavior. That's why we don't work with a standard choice, but with customization.

Compare, Analyze, Optimize

Attribution in FolloEngine

FolloEngine - organic & performance.png

Analyzing and comparing attribution models doesn't have to be a complex, costly process. With FolloEngine, our own intelligence stack, we bring data from all your channels together—GA4, BigQuery, Meta, CRM, and more. Within this, we can compare models, simulate scenarios, and set up custom attribution. What makes FolloEngine unique:

  • Comparison of models within one environment
  • Visualizations of value per touchpoint, channel, or campaign
  • Real-time performance overviews linked to attribution insights
  • Flexible reports that align with your KPIs and stakeholders

This way, you not only gain insight into what converts, but why.

Discover FolloEngine

Practical Example: Social Campaigns in the Upper Funnel

A good attribution approach reveals what last-click models don't show. Think of social advertising in the awareness or consideration phase. Traditionally, these channels are undervalued because they are rarely the last click. But thanks to attribution models within FolloEngine, we see exactly how social campaigns in the upper and mid-funnel contribute to building brand preference and funnel progression.

By linking these insights to other channels like SEA, SEO, display, or programmatic advertising, a complete picture of the customer journey emerges. This allows us to set up full-funnel campaigns where each channel gets the right role—and work together towards the bigger result.

From Attribution to Marketing Mix Modeling

Attribution models provide valuable insight into digital touchpoints but often remain within the bounds of online data. For organizations that want to strategically manage their entire media mix, marketing mix modeling (MMM) offers a powerful follow-up. With MMM, we also analyze the impact of offline channels, seasonal trends, price effects, or brand campaigns. This creates a holistic view of what truly contributes to growth.

At Follo, we combine attribution and MMM where possible. This way, we translate daily performance into long-term decisions and support our clients in smart budget allocation, media planning, and channel optimization.