Attribution
Attribution is how you assign credit for a conversion to the marketing touchpoints that influenced it.
Attribution is not perfect. Use it to spot patterns and improve decisions, especially when users research across search, social, email, and direct over several days.
Frequently Asked Questions
It gives all credit to the final interaction before conversion. It is simple, but it can undervalue early research channels like SEO.
It distributes credit across multiple touchpoints. It can be more realistic, but it depends on clean tracking and model assumptions.
Tools use different methods, windows, and identity matching. Consent and browser limits also reduce visibility.
Align on one primary reporting view, then use others as supporting evidence. Focus on direction, not exact percentages.
It is the time period during which a touchpoint can get credit, such as 7 or 30 days. Short windows often undercount longer decision cycles.
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