What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?
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Correct answer: Attribution modeling.
Why this is the answer
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths. Tip: You can use the Model Comparison Tool to compare how different attribution models impact the valuation of your marketing channels.
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