Marketing Attribution
Marketing attribution is the analytical process of determining which marketing touchpoints and channels contribute to customer conversions and to what degree within specified attribution windows. It helps marketers understand the customer journey and optimize marketing spend by revealing which activities are most effective at driving desired outcomes.
Definition
Marketing attribution is the analytical process of determining which marketing touchpoints and channels contribute to customer conversions and to what degree within specified attribution windows. It helps marketers understand the customer journey and optimize marketing spend by revealing which activities are most effective at driving desired outcomes.
Examples
A customer clicks a Facebook ad, later searches on Google, then converts through email within 7 days - each channel gets partial credit
Using time decay attribution shows recent TikTok ads drive more conversions than historical data suggested
Multi-touch attribution reveals display ads play key role in awareness despite low direct conversions
Best Practices
- ✓Choose attribution models that align with business objectives
- ✓Consider both online and offline touchpoints when possible
- ✓Account for varying customer journey lengths
- ✓Regularly validate attribution data accuracy
- ✓Use attribution insights to optimize channel mix
- ✓Select appropriate attribution windows based on purchase cycle
