The "best" ATTRIBUTION model is different from company to company. If you're a small company with a short sales cycle, the best attribution model may be a single-touch model that is EASY to implement and is relatively inexpensive or even free. But for most companies that have sales teams (e.g. B2B companies) and INVEST in multiple marketing channels, a W-shaped attribution model is recommended. It accounts for the whole customer JOURNEY, from the very first touch to opportunity creation, and puts extra emphasis on the KEY lead transitions.

The "best" attribution model is different from company to company. If you're a small company with a short sales cycle, the best attribution model may be a single-touch model that is easy to implement and is relatively inexpensive or even free. But for most companies that have sales teams (e.g. B2B companies) and invest in multiple marketing channels, a W-shaped attribution model is recommended. It accounts for the whole customer journey, from the very first touch to opportunity creation, and puts extra emphasis on the key lead transitions.