Common attribution models:

• First-click attribution

• Last-click attribution

• Linear attribution

• Time-decay attribution

• Data-driven attribution

It helps marketers understand which channels contribute most to conversions.

39. What is multi-touch attribution?

Multi-touch attribution gives credit to multiple touchpoints involved before a conversion happens.

Example: A customer may:

1. See a Facebook ad

2. Read a blog

3. Click a Google ad

4. Make a purchase

Multi-touch attribution distributes credit across all these interactions instead of giving full credit to one channel.

This provides a more accurate understanding of customer journeys.

40. How do you analyze a sudden traffic drop?

To analyze a traffic drop:

1. Check analytics data

2. Identify affected channels

3. Review recent website changes

4. Check for Google algorithm updates

5. Analyze technical SEO issues

6. Inspect tracking-code problems

7. Review server downtime

8. Compare device and geographic trends

9. Analyze competitor activity

10. Check indexing and crawl errors

Tools commonly used:

• Google Analytics

• Google Search Console

• SEMrush

• Ahrefs

A structured analysis helps identify the root cause quickly.

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