Marketing attribution is the practice of assigning credit for a conversion or revenue outcome to the marketing touchpoints that influenced the customer's journey. Touchpoints include ads, emails, organic visits, content reads, and sales touches, with credit apportioned using a chosen rule or statistical model. The goal is to allocate budget to the channels and campaigns that actually drive results rather than the ones that get the most last-click love. It is the measurement discipline underneath every paid-media budget decision in modern marketing.
The major attribution model families: single-touch models assign all credit to one touchpoint, either the first interaction (first-touch, useful for demand-gen credit), the ...