The method of deciding which ads, clicks or channels get credit for a sale or other conversion.
Example
A customer clicks Meera's Instagram ad on Monday, searches her store's name on Google on Thursday, clicks the ad and buys a ₹2,000 kurta. Attribution decides whether Instagram, Google or both get credit for that ₹2,000.
How you'll hear it
“Meta and Google are both claiming that order, so it's an attribution question, not a performance one.”
Don't confuse it with
- Incrementality: whether the ad caused the sale at all.
- Attribution model: the specific rule used to split the credit.
Related terms
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Sources
- Get started with attribution, Google Analytics Help
- Marketing Attribution: Models and Best Practices, Shopify