Attribution in Marketing

Attribution in marketing refers to identifying and assigning credit to the various channels and touchpoints that influence a customer’s decision to purchase or engage with a brand. It helps businesses understand which marketing efforts—such as ads, social media, emails, or search results—are most effective in guiding potential customers along their journey. By analyzing this, companies can optimize their marketing strategies, allocate resources wisely, and improve return on investment, ensuring they focus on the tactics that truly drive results.