Marketing attribution models in CRM are frameworks used to assign credit to different marketing touchpoints throughout a customer?s journey. Businesses use these models to determine which channels (e.g., email, social media, PPC, SEO) contribute most to lead generation and conversions. Common attribution models include first-touch, last-touch, linear, time decay, and data-driven attribution. By leveraging CRM-integrated attribution analysis, companies can optimize campaign strategies, budget allocation, and ROI measurement to focus on high-performing marketing efforts.