Attribution definitions

Attribution: Determining which content and channels are responsible for generating leads, conversions, or sign-ups.

Data-driven attribution: Measures customer engagement with marketing content across channels to understand what is motivating them to take action.

First click attribution: Assigns all the credit to the first touchpoint that eventually leads to a conversion

Last click attribution: Assigns all the credit to the last known touchpoint before conversion

Linear attribution: Assigns equal credit to each touchpoint along the customer journey