Conversion Optimisation
Attribution
Plain English
Figuring out what led to a glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
Definition
Attribution is the glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term of identifying which glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term, glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term, or touchpoints contributed to a conversion.
In practice
Uses glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term like first-click, last-click, or multi-touch to assign value to different stages of a glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term.
In context
It is the source of most cross-team arguments about budget, because every glossaryModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term makes a different glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term look decisive and none of them is right.
The reality
Attribution is never fully accurate - it’s an approximation of a complex, non-linear journey.
Compared with
Attribution vs Incrementality
Attribution divides credit among glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term that were present. Incrementality asks whether the glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term would have happened anyway. Attribution rewards glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term that appear near purchases; incrementality is the harder and more honest test.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is attribution?
Attribution is identifying which glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term contributed to a glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
Why is attribution important?
It helps understand which glossaryChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term and actions drive results.
What are attribution models?
Methods like first-click, last-click, and multi-touch attribution.
Why is attribution difficult?
Because glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term are complex and involve multiple glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term.
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