Definition
Attribution
Attribution is the practice of identifying which marketing efforts led to a lead or sale. It answers the question of what actually brought a customer in, so you can invest in what works. Good attribution is challenging because customers often touch several channels before buying.
Attribution connects results back to their source. Did that new customer come from a Google ad, a referral, or your local listing? Knowing the answer tells you where to spend more and where you are wasting money.
Attribution is tricky because buyers rarely take one path. Someone might see an ad, read a review, then call after a friend's recommendation. Capturing how each lead found you, even a simple how did you hear about us, gives a clearer picture of which channels earn their keep.
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