Performance marketing
Attribution
Assigning credit for a conversion to the individual marketing channels and touchpoints along the customer journey.
Attribution decides which channel (or touchpoint) gets credit for a conversion. There are several models: last-click, first-click, linear, or data-driven, which splits credit by actual influence.
Why it matters
A wrong attribution model leads to wrong decisions — like pausing a channel that actually starts conversions even if it doesn't close them.
Real-world example
Last-click credits the sale to branded search. But a data-driven model shows Instagram gave the first push — and pausing it would sink revenue.
Related terms
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