Attribution

The method you use to decide which marketing touchpoint gets credit for a sale. Because a customer often sees several ads, emails and posts before buying, attribution is how you fairly assign that sale back to what influenced it.

Without a clear attribution model you either overpay for channels that only looked responsible, or switch off channels that were quietly doing the work. It directly shapes where your budget goes.

A buyer clicks an Instagram ad, later opens an email, then buys after a Google search. Last-click attribution credits Google, first-click credits Instagram, and the truth is that all three played a part.