Marketing Attribution Glossary

Clear, practical definitions for the terms that matter in marketing attribution, measurement, and analytics. Written for marketers who need to act on the numbers, not just read them.

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Attribution

First-Click Attribution

An attribution model that assigns 100 percent of the credit for a conversion to the first marketing interaction in the customer journey.

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Last-Click Attribution

An attribution model that assigns 100 percent of the credit for a conversion to the final marketing interaction before the sale.

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Multi-Touch Attribution

A marketing measurement approach that distributes credit for a conversion across every touchpoint in the customer journey, rather than assigning it to a single interaction.

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Measurement

Marketing Mix Modeling

A statistical technique that uses historical spend and revenue data to estimate the contribution of each marketing channel and predict the outcome of budget changes.

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