True or false? Building an attribution model helps you to attribute appropriate credit to multiple marketing channels that contributed to a single sale.

True. Building an attribution model is essential for understanding the customer journey and assigning appropriate credit to all marketing touchpoints that influence a conversion. Instead of crediting only the first or last interaction, attribution models distribute value across multiple channels (e.g., social media, email, organic search, paid ads) that contributed to a sale. This allows businesses to optimize their marketing spend by identifying which channels are most effective at different stages of the customer funnel, leading to more informed decision-making and improved ROI.