Attribution
Attribution
Attribution assigns credit for an outcome to marketing interactions using a defined rule or model. It is a way of interpreting observed journeys.
How it works.
One system might credit an ad interaction within its window, while another assigns credit to the last recorded channel. Both may be describing the same sale under different rules. Document the settings and the event being credited.
What to watch for.
Attribution is not the same as causation. A credited interaction does not prove that the purchase would not have happened without it. Missing identifiers, consent choices and offline activity can limit the observed journey.
Put the definition to work.
Use attribution to inform investigation and channel decisions while preserving its limitations. Reconcile platform views with business records rather than adding overlapping credit into a fictional total.