Attribution (marketing)

In marketing, attribution, also known as multi-touch attribution (MTA), is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events.[1][2] Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.[1][2]

  1. ^ a b Benjamin Dick (August 1, 2016). "Digital Attribution Primer 2.0" (PDF). IAB.com. Retrieved April 30, 2019.
  2. ^ a b Stephanie Miller (February 6, 2013). "Digital Marketing Attribution.Digital Marketing Attribution". DMNews.com. Retrieved March 25, 2013.