A way to link marketing activities to certain results such as sales. The main purpose of such attribution is to see the efficiency of the marketing practices.
There are various marketing attribution models:
- last interaction — last touchpoint receives all the credit for a conversion;
- linear — each touchpoint receives the same credit for a conversion;
- time decay — the touchpoints closer to the conversion receive more credit.
Using marketing attribution allows companies to optimize creatives and see which ones to get rid of, improve personalization, optimize budgets, and increase ROAS.