What are some examples of attribution in marketing?

What are some examples of attribution in marketing?

Attribution in marketing refers to identifying which channels or touchpoints contribute to conversions. Examples include first-click attribution, last-click attribution, and multi-touch attribution.

Can you explain first-click attribution?

First-click attribution gives all credit for a conversion to the first touchpoint a customer interacts with. For instance, if a user clicks on a Facebook ad and later makes a purchase through an email, the Facebook ad gets all the credit.

What about last-click attribution?

Last-click attribution assigns all credit to the last touchpoint before the conversion. In the previous example, if the user clicked the email link just before purchasing, the email would receive all the credit.

What is multi-touch attribution?

Multi-touch attribution distributes credit across multiple touchpoints in the customer journey, providing a more holistic view of how different channels contribute to conversions.