Marketing attribution refers to the process of identifying and assigning credit to the various marketing channels and touchpoints that contribute to a consumer’s decision to purchase a product or service. It involves analyzing how different interactions, such as advertisements, social media posts, email campaigns, and other marketing efforts, influence a customer’s journey from awareness to conversion.
By understanding which touchpoints are most effective, businesses can optimize their marketing strategies, allocate budgets more efficiently, and improve overall campaign performance. Various models of marketing attribution, such as last-click, first-click, and multi-touch attribution, help in determining how credit is distributed among the channels involved.