ThoughtMetric provides users with multiple different choices when it comes to attribution models that they can use, providing customizability in how one chooses to analyze their marketing data. The attribution models that ThoughtMetric offers are described in this article: https://intercom.help/thoughtmetric-io/en/articles/5983143-attribution-models

In order to change between these attribution options, here are the steps:

1.) Click Settings on the left-side nav.

2.) Scroll down to Attribution Model where you will be able to select the attribution model that you want to use. When you have selected a model, just press the Update Settings button to change the model used.