What is Attribution?
Attribution in marketing describes the process of assigning conversions to the different channels and touchpoints a user touched before converting. Attribution models: Last-click (100% to last touchpoint), First-click (100% to first), Linear (evenly distributed), Time decay (more weight on recent interactions), Position-based/U-shaped (40-20-40 distribution), Data-driven (algorithm-based). The choice of model significantly impacts budget decisions. GA4 uses data-driven attribution by default. Challenges: Cross-device tracking, cookie restrictions, view-through vs. click-through. Multi-touch attribution provides the most realistic picture.
Key Points
- Assigns conversions to touchpoints
- Various models available
- Last-click often too simplistic
- GA4 uses data-driven attribution
- Cross-device tracking is challenging
- Strongly influences budget decisions
Practical Example
“With position-based attribution, we see social media is important for awareness even though it's rarely the last click.”