Depending on your data availability, business objectives, and analytical preferences, there are various types of attribution models you can use. Last-click attribution assigns all the credit to the last touchpoint before the conversion. It is simple and easy to implement, but ignores the role of other touchpoints in the customer journey. On the other hand, first-click attribution assigns all the credit to the first touchpoint that introduced the customer to your brand. This is useful for measuring the effectiveness of your awareness campaigns, however, it overlooks other touchpoints in the conversion process. Linear attribution assigns equal credit to all touchpoints in the customer journey and is fair and balanced. Time-decay attribution assigns more credit to touchpoints closer to conversion, reflecting the recency effect, but may undervalue earlier touchpoints in building trust and interest. Lastly, position-based attribution assigns more credit to first and last touchpoints while undervaluing middle ones; it is flexible and recognizes both awareness and conversion but may overestimate the impact of those two points.