Marketing attribution has always been a moving target.
In theory, it’s simple: identify what’s working and double down. In practice, it’s messy, inconsistent, and often leads teams to make the wrong decisions.
For years, marketers relied on rule-based models like first-touch, last-touch, or position-based attribution to make sense of the chaos. But in 2025, with fragmented data, privacy restrictions, and multichannel journeys, those models simply don’t hold up.
AI won’t “solve” attribution overnight. But it can help marketing teams move beyond outdated logic and surface the insights that actually matter.
Marketing attribution is the process of identifying which touchpoints in a customer journey influenced a conversion, and assigning credit accordingly.
If someone clicks a LinkedIn ad, visits your site again through a branded search, then signs up after an email nurture campaign, attribution tells you which of those interactions mattered most.
Some of the most common rule-based attribution models include:
These models are simple to set up, but that simplicity comes at a cost.
Rule-based models are limited because they:
Modern marketing funnels are spread across:
On top of that, data gaps from privacy updates (like iOS 17), cookie loss, and cross-device activity make it harder to track full journeys.
With all this complexity, rule-based models feel outdated and misaligned with how marketing works today.
Let’s be clear: AI doesn’t replace attribution models with a magic answer.
But it can help you spot patterns, surface trends, and identify where your performance is really coming from without relying on static logic.
Adriel’s AI Agent acts as a layer of intelligence across your cross-channel dashboard. It won’t assign fractional credit to every touchpoint, but it will:
Instead of forcing rigid models, Adriel helps your team understand what’s working and why, even when the full journey isn’t perfectly tracked.
If your team is still using last-click or first-touch attribution in 2025, here’s what you’re missing:
At best, rule-based attribution offers a limited view. At worst, it misguides your budget strategy.
Today’s marketing teams need attribution that is:
Adriel supports this kind of analysis through unified dashboards, customizable views, and AI summaries that simplify the complex.
You don’t need to completely overhaul your attribution model overnight.
But if your reports are still built around last-click logic, it’s time to evolve.
Adriel gives you a clearer, more complete view of performance so your team can:
Ready to move beyond static attribution? Speak with an expert and get started with a free trial!