What type of attribution model attributes fractional credit to each ad exposure in the customer journey?

The attribution model that attributes fractional credit to each ad exposure in the customer journey is multi-touch attribution. This approach acknowledges that in many cases, multiple interactions across different channels contribute to a customer's decision to convert. By distributing credit among various touchpoints, multi-touch attribution provides a more comprehensive understanding of how each interaction influences the customer throughout their journey, rather than attributing the entire credit to a single point, whether it's the first or the last interaction.

This model is particularly beneficial in complex customer journeys where different ads or marketing efforts play varying roles at different stages, enabling advertisers to optimize their strategies based on the comprehensive effectiveness of their campaigns. The insight gained from multi-touch attribution allows for improved allocation of budget and resources to channels that contribute significantly across the entire customer engagement process, rather than just at isolated points.