LinkedIn is evolving its advertising attribution methodologies by implementing a new model that moves beyond traditional models like last click attribution. This update is especially crucial for B2B marketing, which is LinkedIn's primary focus. The new attribution approach integrates Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM) for a comprehensive view of customer interactions from awareness to conversion. LinkedIn aims to provide more accurate reporting by utilizing detailed data from user interactions, ultimately allowing advertisers to better understand and optimize their campaigns on the platform.
At LinkedIn, we leverage the complementary value of both MMM and MTA approaches and have developed a unified system bridging the two methodologies in our attribution stack.
Most attribution models are based on presumptive models, like last click attribution, which don't actually account for the specific nuances of how modern web users respond.
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