Glossary
What is Attribution?
The method for deciding which marketing activity gets credit for a sale or a lead.
In plain words
A customer may see an ad, search later and buy after an email. Attribution decides how credit is shared. Different models give different answers, and each ad platform tends to credit itself, so ask which model is used and why.
Questions to ask a company that offers this
- Which attribution model do you use?
- How do you reconcile platform numbers with my sales?
A good company will answer these plainly and in writing. Vague or evasive answers are worth noting.
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Explanation last read through on 25 October 2026. It is general guidance in plain language, not advice for your particular project. Tell us if something is wrong or unclear.