Alan wants to see conversion credit equally divided across every click, except for the click that occurred just prior to the user converting. Which attribution model would he use?
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Correct answer: Assists.
Why this is the answer
The Assists attribution model distributes conversion credit equally among all clicks except the last click. This means the final interaction before conversion receives no credit, while all preceding clicks share the credit equally. Alan wants to exclude the click just prior to conversion from receiving credit, which aligns perfectly with how the Assists model functions. Position-based attribution assigns more credit to the first and last interactions, with less to those in between. Time Decay gives more credit to interactions closer in time to the conversion. Last click attribution assigns 100% of the credit to the final interaction before conversion. None of these models match Alan's specific requirement to exclude only the last click from receiving credit.
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