In online marketing, attribution refers to the process of identifying and assigning credit to various marketing touchpoints that contribute to a conversion or sale. It helps marketers understand the effectiveness of different channels, campaigns, and strategies in the customer journey, from initial awareness to the final purchase.
In digital marketing, this involves analyzing whether the success of a conversion is attributed to the first interaction, the last interaction, or distributed across multiple touchpoints throughout the customer journey. Various attribution models offer different approaches, including first-click, last-click, linear, time decay, and position-based models. Each model provides unique insights and carries its advantages and limitations. Understanding and selecting the most appropriate attribution model is crucial for accurately reflecting the performance of each channel and optimizing marketing efforts.
« Back to Glossary Index
