Measure

Attribution

Gives credit for a conversion to the touchpoints that came before it. Last-click credits only the final touch; multi-touch spreads credit across the journey.

How it's used

A customer sees a video ad, clicks a search ad a week later, then buys from an email. Last-click gives the email all the credit; a multi-touch model shows the video and search did real work too.

How I help

I build attribution on clean, joined data and pair it with experiments, so budget decisions are not driven by whichever channel touches people last.

Proof+30% attribution accuracy for a streaming media client

Common toolsPlatform-reported, rules-based or data-driven models