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Attribution Definition
Attribution is the analysis method used to determine which marketing actions, ads, or channels influenced a customer’s decision to convert. It helps marketers understand the customer journey and assign credit to touchpoints based on their impact.
How Attribution Works
- Campaigns track user interactions across platforms (clicks, impressions, visits).
- Conversion events (purchases, sign-ups) are linked to these touchpoints.
- Attribution models distribute credit among different ads or channels.
- Data insights help optimize future budget and strategy decisions.
Example of Attribution
A user sees a display ad, clicks a social ad, then converts via paid search. Attribution determines how much credit each interaction receives.
Why Attribution Matters in Advertising
- Provides insights into which channels drive conversions
- Helps optimize budget allocation for better ROI
- Informs campaign strategy by revealing the full customer journey
- Reduces wasted spend on low-impact tactics
