PM Attribution Models
(2026 Edition)
Last-click attribution lost credibility once iOS 14 killed IDFA and cookies got deprecated, so PMs now spread credit with multi-touch models, lean on Marketing Mix Modeling for slower but cookie-free measurement, run geo lift studies as the scientific gold standard for channel impact, and still ask self-reported 'where did you hear about us' questions because they remain surprisingly informative.
By Naman Goyal · Product manager · Builder of PM Streak · Updated July 3, 2026
5 attribution approaches PMs should know.
Build Attribution PM Skills — Free →5 Models
Last-click
Simple, deceptive. Useful only as a benchmark.
Multi-touch
Spreads credit across touchpoints. Better signal.
Marketing Mix Modeling (MMM)
Holistic, statistical, slow. Resurging post-cookie.
Geo lift studies
Scientific gold standard for measuring channel impact.
Self-reported
'Where did you hear about us?' — surprisingly informative.
FAQ
Why is MMM resurging in 2026?
Because cookie-based and device-id attribution broke. iOS 14 killed IDFA. Cookies are deprecated. MMM, which uses aggregate spend and outcome data, doesn't need user-level tracking. It's slower and less granular than digital attribution but more accurate. Most large advertisers now run MMM alongside digital attribution.
Keep learning