Glossary
Ad Attribution
Ad attribution is the process of identifying which marketing channels and campaigns drive consumer actions, such as purchases or sign-ups. It helps businesses understand which ads contribute to conversions and how customers interact with different touchpoints before making a decision.
What You Should Know
In a multi-channel marketing environment, customers often interact with multiple ads before converting. For example, a customer might first see a shoe ad on Instagram, then receive an email promotion, and finally click a Google ad before purchasing. Ad attribution assigns credit to one or more of these touchpoints, helping businesses measure the impact of each ad. Common attribution models include:- First-click attribution: Gives credit to the first ad the customer interacted with.
- Last-click attribution: Credits the last ad before conversion.
- Linear attribution: Distributes credit evenly across all touchpoints.
- Multi-touch attribution: Evaluates the impact of each interaction in the customer journey.