analytics-dictionary / term / tracking & measurement
Attribution
Attribution is the process of assigning credit for a conversion to the marketing touchpoints that led to it.
Written by Reflective Data experts · updated Oct 5, 2026
A customer may see an ad, read an email and search your brand before buying. Attribution models decide how credit is split between those touchpoints, and the choice changes which channels look best.
No model is objectively correct. The useful question is which model supports better budget decisions, and whether you can validate it with experiments.
related
Data-driven attributionLast-click attributionUTM parameters
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