Everybody wants to know, which attribution model is the best under specific conditions. In Marek's talk, you'll learn that this is the very last question you should be asking. Are you collecting the necessary custom dimensions? Are you familiar with the campaign timeout concept? Do you know how much of your traffic is truly direct? What is your ideal lookback window length and how is it connected to the reasoning and purchasing process of your customers? The devil is in the details, as usual. This presentation will teach you how to prioritize basic and advanced topics regarding attribution modelling and to successfully build a reliable internal solution for your business.