Smarter Attribution Starts Here: Introducing EBA by Incendium
Most marketers are familiar with the basics of attribution—assigning value to the marketing channels that influence a conversion, whether that’s a sale, sign-up, or another key action. Popular models like first-click, last-click, and linear help marketers assess how different touchpoints contribute throughout the customer journey. But despite their popularity, these models often fall short when it comes to accurately identifying what’s really driving performance.
That’s where Effectiveness-Based Attribution (EBA) comes in.
Smarter Attribution with Incendium’s EBA
Not all channels are created equal, and EBA reflects that. Developed by Incendium, EBA automatically adjusts channel credit based on session quality—powered by our proprietary effectiveness scoring. This means your attribution reflects true performance, not just the order of touchpoints.
With EBA, marketers can:
- Pinpoint which channels genuinely drive conversions
- Avoid overvaluing low-quality traffic
- Reallocate budgets with confidence, backed by accurate data
Customizable and Transparent Attribution
EBA isn’t a black box. Unlike Google’s Data-Driven Attribution (DDA), which offers little visibility into how credit is assigned, Incendium’s EBA model is fully transparent and customizable. You can adjust weightings based on real engagement signals—giving you full control and clear insights into attribution logic.
