Attribution
Determining which ads get credit for conversions.
Definition
Attribution is the process of assigning credit to touchpoints in the customer journey. Different attribution models (last-click, first-click, linear, data-driven) give credit differently. Understanding attribution helps you evaluate true campaign performance.
Practical Tips
- Last-click attribution undervalues awareness campaigns
- Use data-driven attribution if you have enough data
- Compare models to understand full customer journey
- Attribution windows affect how conversions are counted
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