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Attribution

The process of assigning credit for conversions to different touchpoints in the customer journey.

Definition

Attribution determines which ads, channels, or touchpoints get credit for conversions.

Attribution Models

  • Last Click: Credit to final touchpoint
  • First Click: Credit to initial touchpoint
  • Linear: Equal credit to all
  • Data-Driven: AI-powered distribution

Proper attribution is essential for accurate ROAS calculation.

Why It Matters

Attribution determines which touchpoints get credit for a conversion. Without proper attribution, you might overinvest in channels that get last-click credit but didn't actually drive the sale, or undervalue awareness channels that introduced the customer to your brand. Good attribution leads to smarter budget allocation.

Examples

  • •Last-click attribution giving 100% credit to the final ad a customer clicked before purchasing
  • •Multi-touch attribution distributing credit across the awareness ad, retargeting ad, and email that led to a sale
  • •View-through attribution crediting a video ad that a user watched but didn't click before converting later

Common Mistakes

  • ✕Relying solely on last-click attribution, which undervalues top-of-funnel campaigns
  • ✕Comparing metrics across platforms without understanding that each uses different attribution models
  • ✕Not accounting for cross-device journeys where users see ads on mobile but convert on desktop
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