Attribution

Definition:
Attribution is the process of assigning credit to specific touchpoints, channels, or ads that influenced a user’s path to conversion.

Why it matters:
Accurate attribution helps marketers understand which channels or campaigns are driving results, enabling better budget allocation and strategy refinement.

Types of models:

• First-click

• Last-click

• Linear

• Time decay

• Data-driven (algorithmic)

Best practices:

• Use multi-touch models for long customer journeys

• Combine with engagement data for more context

• Validate against back-end conversions when possible