Regression-Based Attribution (RBA) is an attribution model based on statistical analysis (regression) that estimates each channel’s genuine contribution to conversions. Unlike simple rules, such as last click, it rests on data rather than a preset scheme, so it is harder to bend to a convenient thesis. It does, however, require a good deal of data and analytical skill, which is why it is used more by mature advertisers. (Compare: Attribution Model, Markov chain)