Channel Attribution

Channel attribution is the process of assigning credit to different marketing channels for their role in driving conversions and revenue. It helps marketers understand which channels are most effective and how they work together. Common attribution models include first-touch (credits the initial touchpoint), last-touch (credits the final touchpoint), linear (equal credit to all touchpoints), and data-driven attribution (uses machine learning to assign credit based on actual contribution). Effective attribution requires proper tracking setup across channels and understanding of the customer journey. Attribution insights guide budget allocation and campaign optimization decisions.