Marketing Attribution Explained
Attribution assigns credit for conversions to marketing touchpoints. No model is perfect — the goal is consistent, decision-useful insight, not false precision.
Quick version: attribution credits the touchpoints behind a conversion — pick a model, apply it consistently, and don't chase false precision.
Common models
| Model | Credits |
|---|---|
| Last-click | The final touch before conversion |
| First-click | The first touch in the journey |
| Multi-touch | Multiple touches across the journey |
The honest truth is that attribution is approximate. The win comes from picking a consistent model and using it to make better decisions — paired with experiments for causal certainty.
Frequently asked questions
What is marketing attribution?
Marketing attribution is the practice of assigning credit for a conversion to the marketing touchpoints that contributed to it, so you can understand which channels and campaigns drive results.
Which attribution model is best?
There is no perfect model. Last-click is simple but undercredits earlier touches; multi-touch models spread credit more fairly but add complexity. Choose one, apply it consistently, and use it to guide decisions.
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