First of all, what is attribution modeling? It is the model in which you decide what channel (where your traffic comes from) gets credit for a conversion whether that’s a sale, a lead, or an action taken on your website. At first glance, it seems simple. A user visits your site through a PPC ad and buys something. Therefore, 1 user through 1 PPC ad = 1 sale. Done. Your ad works, your marketing is successful. Congrats!