Abstract: Methods and systems are provided for facilitating generation and utilization of causal-based models. In embodiments described herein, a set of events comprising touchpoints resulting in a conversion are obtained. A direct attribution indicating credit for an event contribution to the conversion is determined. An adjusted attribution for the event based on the direct attribution for the event augmented with an indirect attribution for the event is determined. The indirect attribution can be identified based on the event causing a subsequent event of the set of events to result in the conversion. Thereafter, the adjusted attribution for the event is provided to indicate an extent of credit assigned to the event for causing the corresponding conversion.

Abstract: Methods and systems are provided for facilitating analysis of attribution models. In embodiments described herein, an indication to compare a set of attribution models is received. For each attribution model, a lift score is determined that indicates an extent of improvement as compared to a baseline attribution model. The lift score can be generated based at least on a divergence between a weighted-positive path distribution and a negative path distribution determined using a sign correction term and/or on a divergence between a weighted-positive path distribution and a reference distribution, which reflects the deviation between positive and negative paths. The weighted-positive path distribution reflects attribution scores, generated via the corresponding attribution model, applied as weights to a positive event paths and used to produce a distribution.