Link Building
PRACTICE
SEARCH OPTIMIZATION
Link building covers outreach, digital PR, guest content and linkable assets used to earn backlinks, within the limits set by Google's link spam policies.
PRACTICE
PERFORMANCE ADVERTISING
Marketing Attribution
The assignment of credit for a conversion or other outcome to marketing touchpoints along a measured customer path.
BUSINESS RELEVANCE
Attribution provides a consistent reporting view of how measured touchpoints contribute to outcomes and can inform channel analysis, journey design and budget discussions.
IMPLEMENTATION EXAMPLE
An analytics team compares data-driven and paid-and-organic last-click views, documents the lookback window and reconciles channel credit with finance totals before decisions are made.
LIMITATIONS
Attribution observes incomplete paths and cannot by itself prove that a touchpoint caused the outcome. Consent loss, cross-device identity, offline activity and model changes limit comparability.
TECHNICAL EXPLANATION
Attribution models use rules or data-driven algorithms to distribute credit among observed interactions. Implementations depend on identity, channel definitions, event collection, lookback windows and model settings, and differ from causal incrementality measurement.
Secondary Topics
Data Engineering, Revenue Operations
Sources
Google Analytics Help — Get started with attribution — https://support.google.com/analytics/answer/10596866; Google Analytics Help — How to attribute credit for key events — https://support.google.com/analytics/answer/12958241
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