Attribution
DefinitionPaid Media
Attribution
Assigning credit for a conversion across the marketing touchpoints that preceded it, by rule (last click, first click, position) or by model. Every attribution scheme is an opinion about causality wearing a decimal point; platforms grade their own homework, so triangulate.
Evidence from the library
35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning78%More than three quarters of marketers still measure effectiveness on clicksStatdevice ads mostly above 70% fluencyA recurring character makes correct brand attribution close to automaticPrincipleSurvey attribution under-reports brand: TV campaign spikes show up as 'Instagram'WarningCreator inspiration often drives viewers to research the category rather than buy the recommended brand, so direct-attribution-only measurement misses that demand.Principle
Source
Marketing Definitions
standard digital analytics practice
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