Which method of attribution takes into account all interactions in a user's journey?

The choice of linear attribution is insightful because it assigns equal credit to each interaction a user has throughout their journey before converting. This approach recognizes that every touchpoint—whether it’s an ad click, a social media interaction, or an email engagement—plays a role in influencing the user’s decision to convert.

By giving each interaction the same value, linear attribution provides a comprehensive view of how all marketing efforts collectively contribute to the conversion. This method is particularly useful for campaigns with multiple touchpoints, as it prevents the analysis from being skewed by emphasizing any single touch, like the last or the first interaction.

Other methods, such as last-click attribution, focus solely on the final interaction before the conversion, which can lead to an incomplete picture of user behavior. Similarly, first-click attribution credits only the initial engagement, ignoring the roles of subsequent interactions. Time-decay attribution, while considering the time factor in giving weight to interactions, still prioritizes more recent engagements over earlier ones. Each of these other methods fails to acknowledge the cumulative impact of all interactions a user has had along their journey, making linear attribution the most inclusive approach.