Attribution is the process of identifying a set of user actions (‘events’) that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion.
Attribution is the process of assigning credit to various marketing efforts when a sale is generated. In the modern world, this is no easy task. There are myriad ways to touch a customer today and the goal of attribution is to tease out the impact that each touch had in convincing you to make a purchase. Was it the email you were sent? Or the Google link you clicked? Or the banner ad you clicked when visiting a different site? Or the ad you saw with your video on YouTube? Or one of many other potential touch points? Or is it a mix? It is quite common today for a customer to have been exposed to multiple influences in the lead up to a purchase. How do you attribute the relationship? The question is not simply academic because it has real world consequences. Budgets are set based on performance. So, the person in charge of Google advertising has a huge motivation to ensure that they get all the credit they deserve. Also, accurate attribution will allow resources to be properly focused on the approaches that truly work best.
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