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Marketing Attribution Defined


What is Marketing Attribution?

Attribution refers to the process of identifying and giving credit to the various touchpoints in a customer's journey that lead to a conversion or sale.


The Basics of Attribution

Attribution helps marketers understand which marketing channels or tactics are most effective at driving sales or conversions. This information can be used to optimize marketing campaigns and allocate resources more effectively.


Examples of Attribution

So how does Attribution work in practice? Let's look at a couple of examples:


Example 1: Paid Social Advertising

Suppose a customer sees a Facebook ad for a new product, clicks on the ad, and then leaves the website without making a purchase.

However, the same customer comes back to the website a week later through an organic search (Google) and then makes a purchase.
In this case, the attribution model would give credit to both the Facebook ad and the organic search for the sale.

Example 2: Display Advertising

Let's say a customer sees a display ad for a new product but doesn't click on the ad.

A week later, the same customer searches for the product on Google and clicks on a paid search ad.
The customer then makes a purchase.
In this case, the attribution model would give credit to both the display ad and the paid search ad for the sale.

Attribution: The Final Word

Attribution is a critical part of marketing analytics that helps businesses understand which marketing channels and tactics are driving conversions and sales. By using attribution models, marketers can make data-driven decisions and optimize their campaigns for better results.


For more Marketing Performance & Optimization lingo please visit our dedicated Marketing Glossary section.


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