Knowledge base · Data & measurement
Attribution
Attribution is assigning a conversion to the channels and touchpoints that contributed to it.
A customer sees a reel, later searches your brand name, clicks a newsletter and orders a week after that. Attribution answers which part of that order you credit to which moment.
There is no perfect model. Last click underrates everything that creates demand, first click overrates the top, and data-driven models are only as good as the data behind them. More important than the model is that everyone uses the same one and does not switch mid-quarter.
We combine a fixed attribution model with incrementality: what happens when you switch a channel off for a while? That usually teaches more than any debate about percentages.
How we do it
We fix one attribution model as an agreement and test it with channel switch-off experiments.
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