What is attribution?

Attribution is a system that assigns credit to various touchpoints a customer encounters on their journey to conversion. This helps marketers understand which advertising platforms, campaigns, or channels are most effective in driving desired actions. For example, if a customer sees an ad on Twitter, then a search ad, and finally converts after clicking a display ad, an attribution model would distribute credit among these platforms. This differs from simply tracking conversions associated with a hashtag, as attribution provides a holistic view of the customer path across multiple platforms, not just a single social media element.