measurement and attribution

Measurement involves collecting data to understand how well marketing efforts are performing, such as tracking website visits, sales, or engagement. Attribution is the process of determining which specific marketing activities or touchpoints (like an ad, email, or social media post) contributed to a customer’s decision to take an action, such as making a purchase. Together, they help businesses evaluate the effectiveness of their marketing strategies, ensuring resources are focused on channels that truly influence customer behavior, and enabling informed decision-making for future campaigns.