Attribution & Marketing Measurement
How to credit marketing touchpoints for conversions, and how to measure real impact across the customer journey.
Attribution Models
Single-Touch
- Last-Click Attribution. Credits the final interaction before conversion.
- First-Click Attribution. Credits the first touchpoint that started the journey.
Multi-Touch
- Linear Attribution. Splits credit equally across all touchpoints.
- Time-Decay Attribution. Weights touchpoints closer to conversion higher.
- Position-Based Attribution. U-shaped: first and last touches get more weight.
- Data-Driven Attribution. Machine learning over historical journeys.
- Multi-Touch Attribution. Full-journey credit distribution.
Conversion Types
- View-Through Conversions. Conversions after seeing an ad without clicking.
- Click-Through Attribution. Credit for clicked ads.
- Post-View Post-Click. Combined view and click influence.
- Cross-Device Conversions. Tracking across devices.
Measurement Parameters
- Lookback Window. The time frame considered for attribution.
- Conversion Lag. Delay between exposure and conversion.
- Attribution Models. Framework overview and model selection.
Marketing Mix & Incrementality
Holistic Measurement
- Marketing Mix Modeling. Econometric analysis across all channels.
- Incrementality. Additional value caused by marketing.
Experimental Design
- Lift Study. Controlled experiments measuring uplift.
- Geo Experiment. Location-based testing.
- Holdout. Control groups excluded from exposure.
- Matched Market Test. Comparing similar markets.
Attribution Challenges
Cross-device tracking limits, privacy regulations, walled garden data, and B2B journeys spanning months all complicate modern attribution.
Implementation Strategy
Start with simple models to set baselines. Layer in more sophisticated approaches over time. Combine methods for fuller picture.
Data Quality Requirements
Accurate attribution needs consistent tracking, proper UTM parameters, cross-domain setup, and regular data validation.