Attribution

What is Attribution in Marketing?

Attribution is a measurement methodology that assigns credit to various touchpoints in the customer journey, providing daily, granular insights into marketing performance.

Why Attribution Matters

Customers rarely convert after a single interaction. Attribution provides visibility into which channels, campaigns, and tactics influence outcomes, enabling marketers to allocate budgets with confidence.

Types of Attribution

First Touch Attribution – All credit goes to the first interaction.
Last Touch Attribution – All credit goes to the final interaction.
Multi-Touch Attribution (MTA) – Credit distributed across multiple touchpoints.
Rule-Based Models – Linear, U-Shaped, Time Decay.
Data-Driven Models – Machine learning–based, adaptive to performance patterns.

Benefits

Identifies high-impact marketing channels.
Provides deduplicated insights across platforms.
Powers daily decision-making and campaign optimization.

Challenges

Platform self-reporting bias (Google, Meta, etc.).
Difficulty tracking offline and cross-device activity.
Requires calibration or validation to reflect true impact.