Attribution determines which marketing touchpoints get credit for a conversion. It has become increasingly complex in a privacy-focused world.
The Attribution Challenge
A customer might:
- See a Facebook ad on their phone
- Search your brand on Google later
- Click an email the next day
- Finally purchase on desktop
Which channel deserves credit? All of them played a role.
Attribution Models
View Attribution Models
Last Click: 100% credit to final touchpoint
First Click: 100% credit to first touchpoint
Linear: Equal credit to all touchpoints
Time Decay: More credit to recent touchpoints
Data-Driven: Machine learning assigns credit based on patterns
Why It Is Harder Now
- iOS 14.5+ limits cross-app tracking
- Cookie restrictions and browser privacy
- Users on multiple devices
- Longer customer journeys
- Each platform claims credit differently
Our Approach
We use multiple data sources, understand each platform's reporting limitations, and focus on overall trends rather than obsessing over perfect attribution. The goal is directionally correct insights that improve decision-making.