Understanding the customer journey and attributing conversions correctly is crucial for businesses to understand their customers' behavior, make data-driven decisions, and optimize marketing strategies. Though the last-click attribution model has been a go-to for many marketers for many years, it oversimplifies the complexity of modern consumer behavior. To gain deeper insights and make more informed marketing decisions, businesses need to explore advanced multi-touch attribution models that provide a more accurate representation of the customer journey. Evolving Customer Journey Traditionally, the customer journey was seen as a linear path, where customers move through stages like awareness, consideration, and decision in a