What is Attribution?
Definition
The process of identifying which marketing touchpoints contributed to a conversion. Common models include first-touch, last-touch, linear, and data-driven attribution, each distributing credit differently across the customer journey.
Related Terms
A model that maps the stages a prospect moves through from initial awareness to purchase. Common frameworks include TOFU (top of funnel), MOFU (middle), and BOFU (bottom), each requiring different content and tactics.
An advertising technique that shows ads to users who have previously visited your website or engaged with your content. Retargeting keeps your brand visible during the consideration phase and typically achieves higher conversion rates than cold ads.
The percentage of visitors who complete a desired action, such as signing up, purchasing, or requesting a demo. Conversion rate optimization (CRO) uses testing and UX improvements to increase this number without additional traffic.