Definition
Attribution is the practice of assigning credit for a conversion to the marketing touchpoints that influenced it. Models range from simple first-touch and last-touch to multi-touch and data-driven approaches, each telling a different story about which channels drive results.
Why it matters
Attribution decides where budget flows. Choosing a model that reflects your real buyer journey keeps you from over-crediting the last click and starving the channels that actually created demand.
See it in practice. Vantera puts concepts like this to work — qualifying in-market buyers and drafting outreach from real activity, on your approval. Start free →