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business-marketingintermediateunit-9
Attribution
Definition
Determining which marketing touchpoints deserve credit for conversions.
In Plain English
Attribution is like determining who scored the assist—who helped make the goal happen.
Real-World Example
A customer saw your ad, then read a blog post, then bought. Which channel gets credit?
Why It Matters for Your Work
Good attribution helps you invest in channels that actually drive results.
Common Mistake
Using last-click attribution only. It ignores the journey and overvalues the final touch.