GLOSSARY

The assignment of credit for a conversion or other outcome to marketing touchpoints along a measured customer path.

Attribution provides a consistent reporting view of how measured touchpoints contribute to outcomes and can inform channel analysis, journey design and budget discussions.

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.

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.

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.