Attribution

Attribution assigns conversion credit to touchpoints on the measured path towards a desired action. Rules or a data-driven model determine that allocation, so the same purchase can receive different channel credit under different models.[1] Attribution is a way of interpreting and reporting measured outcomes, not another recording of the underlying sale.

Use attribution to investigate discovery, comparison and return visits in an ecommerce journey. State the model, window and measurement coverage when comparing channels. An attributed order is not automatically an additional order caused by advertising: incrementality asks what changed compared with what would have happened without it.[2] Keep these questions separate when deciding where to allocate budget.