Marketing Attribution.

The analytical process of identifying which marketing channels and touchpoints contributed to a specific customer action, such as a sale or conversion.

Marketing Attribution allows businesses to understand the customer journey by assigning credit to the various interactions a user has before converting. Rather than just looking at the last ad clicked (last-click attribution), advanced models like multi-touch or data-driven attribution distribute credit across social media, emails, search ads, and other channels. This insight helps marketers optimize their budgets and understand what truly drives ROI.