Attribution
Attribution is the method of assigning credit for a conversion to the ads, channels and touchpoints that influenced it. Different models (last-click, first-click, linear, data-driven) split credit differently.
Formula
Attribution = rules that assign conversion credit across touchpointsExample
A buyer clicks a Meta ad, later searches and clicks a Google ad, then converts. Last-click credits Google; a data-driven model splits credit between both.
Why it matters
Your attribution model shapes which campaigns look successful and where budget flows. Mis-attribution can starve channels that assist conversions but rarely get the last click.
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FAQ
What is the best attribution model?
Data-driven attribution is generally preferred when you have enough conversions, since it assigns credit based on actual contribution rather than a fixed rule. Last-click remains common for its simplicity.
Why do platforms report different conversions?
Each ad platform attributes conversions to itself using its own windows and rules, so totals overlap and exceed reality. First-party or blended tracking reconciles this.