The 5a model is a comprehensive approach to marketing attribution that takes into account multiple touchpoints along the consumer journey. It focuses on allocating credit and revenue to various touchpoints based on their influence on the final conversion.

The traditional single-source attribution models like First Click and Last Click are being replaced by more advanced multi-source attribution models like Linear and Positional, which give credit to each touchpoint in the customer journey.

These newer models provide a more accurate representation of how different channels contribute to conversions, allowing businesses to tailor their marketing strategies accordingly.