# Attribution Engine

Canonical URL: https://babadook.tech/modules/attribution-engine
Entity: modules
Content hash: 5056f5631956c9f0a65bdbadc0d7c14dc34555382e263ffac0f4b1ed6a2e1283

8-model multi-touch attribution with cross-device tracking, view-through measurement, incrementality testing, and configurable lookback windows.

8-model multi-touch attribution with cross-device tracking, view-through measurement, incrementality testing, and configurable lookback windows.

## attribution-without-guesswork

Attribution Without Guesswork The Attribution Engine provides 8 attribution models simultaneously — first-touch, last-touch, linear, time-decay, position-based, Shapley value, Markov chain, and algorithmic. Each model answers a different question about which touchpoints drive conversions. Cross-device tracking links touchpoints across mobile, desktop, and tablet. View-through measurement credits display impressions that influenced conversion even without a click. Incrementality testing uses geo-based and cohort-based holdout experiments to measure true lift.

### data Viz

## Attribution Specifications

- **Models:** First-touch, last-touch, linear, time-decay, position, Shapley, Markov, algorithmic
- **Cross-Device:** Deterministic + probabilistic device linking
- **View-Through:** Configurable attribution window (1-90 days)
- **Incrementality:** Geo-holdout and cohort-holdout experiments
- **Lookback:** Configurable 1-90 day attribution window

## features

cross device: true

eight models: true

view through: true

incrementality: true

## Relationships

### products

- DXP — https://babadook.tech/products/dxp

### capabilities

- Advanced Analytics — https://babadook.tech/capabilities/advanced-analytics

### sub modules

- Marketing & Campaigns — https://babadook.tech/sub-modules/marketing-campaigns

### use cases

- Behavioral Analytics
- Marketing Automation