The attempt to understand which touchpoints, across which channels and devices, actually contributed to a conversion. Every platform claims credit for the sale. Most of them are partially right, and none of them will tell you by how much. A multi-touch model is better than last-click. An incrementality test is more honest than either. Most teams are still running last-click.
Ad tech glossary
Cross-Platform Attribution
Technical definition
The process of tracking and assigning credit for user actions across multiple devices, channels, and platforms to understand the full customer journey.
The ADLINGO translation
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