Glossary term
Attribution
A rule or model that assigns measured credit for an outcome to one or more observed interactions.
- Author
- Umang Raj
- Reviewer
- Preeti Bhadouriya
- Modified
On this page
Plain-language summary
Attribution is a rule or model that assigns credit for an outcome to measured interactions. Different platforms, analytics products, and business systems can assign different credit because they observe different events, identities, and windows.
Why it matters
Attribution shapes channel reporting, budget discussions, and campaign evaluation. Making the model and observation window explicit prevents a platform-specific credit assignment from being mistaken for a complete account of why a customer converted.
How it works
A measurement system observes eligible interactions and applies a selected rule or model within a defined window. Identity resolution, consent, event quality, cross-device gaps, and platform boundaries determine which interactions can receive credit.
Key components
- Outcome definition
- Eligible interactions
- Attribution model
- Attribution window
- Identity scope
Practical example
A CRM records a signed contract after a customer clicked paid search, read an organic guide, and joined a webinar. Different systems can assign different credit because each system observed a different subset of those interactions.
Common confusion
Attribution is not incrementality. Attribution distributes observed credit; incrementality asks what would have happened without the intervention.
Limitations and context
Attribution cannot recover interactions that were not observed or identities that could not be connected. Results should be compared only when the model, window, event definition, and data scope are compatible.
Related concepts
Concepts connected to Attribution
These links show editorial relationships between terms, not causation or a product score.
Attribution
A rule or model that assigns measured credit for an outcome to one or more observed interactions.
Sources and next reading
Review the guidance behind this definition
- Marketing attribution for growth-stage brandsGrowomoOpen source
Questions and boundaries
Questions about Attribution
What does Attribution mean in practice?
Attribution is a rule or model that assigns credit for an outcome to measured interactions. Different platforms, analytics products, and business systems can assign different credit because they observe different events, identities, and windows. Use attribution to support a defined decision and keep the source, model, window, and outcome definition visible.
What should a team verify before using Attribution?
Verify the source, scope, freshness, operating context, and decision the definition is being used to support. Platform-specific meanings should remain explicit.