Attribution

Learn the purpose, limits and practical use of marketing attribution across campaigns and customer journeys.

Compare first-click, last-click, linear, position-based and data-driven approaches without treating any model as universal truth.

Understand how multiple interactions can contribute to one conversion and where multi-touch models help.

Compare two simple attribution models and learn when each view can mislead.

Understand why attribution becomes harder when a customer researches on one device and converts on another.

A practical guide to interpreting Meta attribution alongside your own measurement system.

Understand how Google Ads assigns credit and how to compare it with other reporting systems.

Tracking records events; attribution decides how to assign credit. Learn why you need both.