Categories: Analytics & Data
Definition: This is the analytical process of determining which marketing touchpoints a consumer encounters on their path to purchase.
Why It Matters: It helps marketers understand which channels, campaigns, or sequences of touch points contribute most to conversions, allowing for the optimization of media spending by attributing credit to the most effective marketing efforts.
How It Works: Performance and implementation are generally evaluated using industry-standard tracking tools and technical audits. This process often closely interacts with concepts like Bounce Rate.
Related: Bounce Rate, Key Performance Indicator, Conversion Rate
Synonyms:
Attribution-Modeling, Attribution Modelings