Attribution is a rule for assigning credit to touchpoints before a conversion. The same journey gives different channel numbers under last-click and equal-credit models.
Switch models in the demo to redistribute credit across search, email, and direct visits. Before comparing models, show which touchpoints can and cannot be observed.
Assigned credit is not proof of causation. To ask whether a purchase would have happened without an ad, use a separate incrementality method.
When to use
Use it when reading channel reports; check the model definition and add incrementality evidence for budget decisions.