Attribution

What it means

Attribution is the process of assigning credit for a conversion to the channels that led to it: an ad, a search result, a social post, a referral. Models range from simple (last click gets all the credit) to data-driven ones that share credit across touchpoints.

Why it matters for your business

Without attribution you cannot tell which spend is producing work, so budgets follow opinion rather than evidence. For most service businesses, reliable basics beat sophisticated models: tagged links, call tracking and a CRM field that records the source of every lead.