Within Google Analytics there are a number of different reports and models you can choose to use. The Attribution Model is the rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. Within this tool you can use the Model Comparison Tool to compare how different attribution models affect the value of a company’s marketing channels. There are a lot of different examples of how the model can be used, Google support provides great detail on how the model works (https://support.google.com/analytics/answer/1662518?hl=en&ref_topic=3205717).
How to determine the best attribution model for your company
Attribution modeling is a tool to help determine how credit for sales and conversions is assigned to touch points in conversion paths. Within attribution modeling there are 7 different subsets. These subset attribution models are; last interaction, last non-direct click, last google ads click, first interaction, linear, time decay, and position. In each model the amount of credit for the sale changes for some it is 100% and for others the distribution of credit is more evenly distributed. When choosing which attribution models for a company it is important to find out where you want credit for sales to be going and the percentages you want going to each one.