The attempt to determine which marketing activity actually drove the sale. Was it the display ad from last week? The email opened yesterday? The paid search click today? Every model gives you a different answer. Last-click larceny is the worst version of this. Multi-touch is better. Incrementality testing is the most honest. Most teams are still running last-click.
Ad tech glossary
Attribution
Technical definition
The process of identifying and assigning credit to marketing touchpoints that contribute to a desired outcome or conversion.
The ADLINGO translation
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