What is an attribution model ?
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.
Last–Click Attribution refers to a web analytics model in which the “last click” is given credit for a sale or conversion. In other words, if someone comes to your website and orders, you should have a web analytics system in place that tells you where that customer came from. DCMnetwork will only be attributed with the sale if the user had come from a DCMnetwork affiliate site and converts within cookie period.
Most advertisers think that they are paying twice for transactions because they attribute them to 2 tools. Using Google Analytics resolves this issue. It will attribute the conversion to the last click that led to the sale.