Glossary
Campaign Attribution
Campaign attribution is the process of identifying which marketing campaigns, channels, or touchpoints contributed to a conversion or sale. It helps businesses understand which marketing investments are actually driving revenue.
Attribution Models
- First-Touch: Credits the first interaction (e.g., the Facebook ad that introduced them)
- Last-Touch: Credits the final interaction before conversion (e.g., the email they clicked)
- Multi-Touch: Distributes credit across all touchpoints in the journey
- Time-Decay: Gives more credit to interactions closer to the conversion
Why Attribution Is Challenging
Customers interact with brands across many channels — ads, emails, SMS, social media, website, in-person — before converting. Without proper attribution, you might over-invest in channels that don't drive results or under-invest in ones that do.
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