Attribution
Attribution is the method of assigning credit for a sale or enquiry to the marketing touchpoints that led to it. Models include last click, first click, linear and data-driven, and each tells a different story about which channels deserve the budget.
In practice
What it means when you are the one making the decision.
People rarely convert after one interaction. They might see a social post, search the brand later, read an article and then click an ad before enquiring. A last-click model gives all the credit to the final step, which can undervalue channels that start the journey.
No model is perfect, so the practical approach is to choose one consistent method, track key events accurately and look for patterns over time. Combining tracked data with simple questions such as how did you hear about us gives a fuller picture.
Example
A customer first finds a business through an article, returns via a search ad and then enquires. Last-click credits the ad; a first-click model credits the article.
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