Attribution

In one sentenceFiguring out which marketing touches deserve credit for a lead or sale.

What it means

Buyers often see a post, then an ad, then hear a podcast, then book. First-touch attribution credits the first one; last-touch credits the final one; multi-touch spreads credit across them. Each tells a different story.

How to use it

• Combine tracking (UTM Parameters, pixels) with a simple question on forms: "How did you hear about us?"
• Expect LinkedIn and word of mouth to be under-credited by software. Ask people.

Related terms

UTM Parameters Pixel ROAS CPL