What is it?

Attribution refers to the method used to assign credit for a conversion across the touchpoints a user interacts with before completing an action. Attribution models vary in how they distribute value across channels, sessions, or interactions.

Attribution is used to understand how different activities contribute to outcomes.

Examples in Action

• Assigning conversion credit across paid, organic, and email channels
  
• Comparing first-touch versus last-touch performance
  
• Evaluating assisted conversions within longer journeys
  
• Analysing channel influence across multi-session funnels
  

Typical Outcomes / Results

• Improved understanding of channel contribution
  
• Better-informed budget and prioritisation decisions
  
• Increased alignment between marketing activity and outcomes
  
• Greater clarity around journey complexity
  

This definition reflects commonly used attribution approaches in digital analytics.