Marketing Attribution
The process of identifying which marketing channels and touchpoints are responsible for driving conversions.
What is Marketing Attribution?
Marketing attribution is the process of determining which marketing channels, campaigns, and touchpoints deserve credit for a conversion. With customers interacting across multiple channels before purchasing, attribution helps you understand what's actually driving sales.
Attribution Models
- First-touch: Credits the first interaction
- Last-touch: Credits the final interaction before purchase
- Linear: Equal credit to all touchpoints
- Time-decay: More credit to recent touchpoints
- Data-driven: Uses algorithms to distribute credit
The Attribution Challenge
With iOS privacy changes and cookie deprecation, tracking-based attribution is becoming less reliable. That's why metrics like blended ROAS and MER are gaining importance.
A customer sees a Facebook ad (day 1), clicks a Google ad (day 5), and buys via email (day 7). Which channel gets credit? It depends on your attribution model.
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