Marketing Attribution
Figuring out which marketing efforts actually deserve credit for a sale.
Marketing attribution is how you connect a sale back to the marketing that caused it. Most customers touch several things before they buy — an ad, a search result, an email, a social post — and attribution is the method you use to decide how much credit each of those touches gets. It answers the owner's oldest question: which of my marketing is actually working?
There is no perfect answer, because you rarely see every step a customer takes, and different models split the credit differently — some give it all to the first touch, some to the last, some spread it across the whole journey. The goal is not precision to the penny; it is a consistent, honest read so you put more money into what works and less into what does not.
Why it matters
Without it you are guessing which half of your marketing budget is wasted — attribution tells you where to double down and what to quietly cut.