Marketing attribution is the process of assigning credit to touchpoints that contributed to a conversion or business outcome.
How it works
Models may assign all credit to one touchpoint, distribute it according to rules or use data-driven approaches. No observational model perfectly represents causality; its main purpose is to provide a consistent framework for analysis and decisions.
Practical example
A customer discovers a brand through social, returns via organic search and purchases after a paid search campaign. Different models will assign different credit to the three interactions.
Why it matters
Understanding attribution is essential for interpreting ROAS and cross-channel performance without confusing measured credit with true incrementality.
What to watch
Adding numbers from different platforms as if they were mutually exclusive often creates double counting. Attribution windows and deduplication rules must be understood.