Attribution

The process of identifying and assigning credit to the marketing channels, touchpoints, or campaigns that contributed to a customer's decision to make a purchase or complete a desired action. Attribution modelling attempts to answer the question: which of my marketing efforts actually drove this sale? Different attribution models exist (first-click, last-click, linear, time-decay) that distribute credit differently across the customer journey. With AI tools, attribution analysis has become more sophisticated, helping businesses understand complex, multi-touch customer paths and optimise marketing spend accordingly.

Why it matters

Proper attribution prevents you from wasting money on marketing channels that don't actually generate revenue. Understanding which AI-created content or campaigns drive real results helps you double down on what works and cut what doesn't.