Attribution
Learn the models, methods and limitations behind marketing attribution.
What Is Ad Attribution?
Ad attribution is the process of assigning conversion credit to marketing touchpoints so teams can understand which interactions contributed to an outcome.
Phase 3How Does Ad Attribution Work?
A practical explanation of how identifiers, events, conversion data and attribution rules combine into marketing reports.
Phase 3Marketing Attribution Models Explained
A guide to first-click, last-click, linear, position-based, time-decay and data-driven attribution concepts.
Phase 3First-Click vs Last-Click Attribution
Compare first-click and last-click attribution, what each model emphasizes and why neither tells the whole customer-journey story.
Phase 3Multi-Touch Attribution Explained
Understand multi-touch attribution, its major approaches, data requirements and practical limitations.
Phase 3Marketing Mix Modeling vs Multi-Touch Attribution
Compare MMM and MTA by data level, time horizon, granularity and the business questions each method is better suited to answer.
Phase 3Incrementality vs Attribution
Learn why attribution asks who gets credit while incrementality asks what would have happened without the marketing intervention.
Phase 3Deterministic vs Probabilistic Attribution
Compare known-identifier matching with modeled or probabilistic approaches to connecting marketing activity with conversions.
Phase 3Cross-Channel Attribution Explained
Understand how cross-channel attribution tries to reconcile customer journeys that span paid social, search, email and other touchpoints.
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