Attribution

Attribution (in marketing) is the process of tracking user actions to identify which marketing channels and touchpoints are directly responsible for driving conversions. This way, businesses can measure the effectiveness of their engagement strategies, allocate budgets more effectively, optimize future campaigns, and understand their ROI better.

The most common attribution model in customer engagement strategies is the “last-click” model, which gives full credit for a conversion to the final interaction or touchpoint a customer had before completing a desired action. Though simple and widely used, it overlooks earlier interactions that may have influenced the customer’s decision.