Channel attribution
Assign credit for a conversion to the right marketing channel. Don't get distracted by "last click" thinking which can misdirect valuable marketing spend.
What channel attribution actually is
Channel attribution is the method used to decide which traffic source or marketing effort is given "credit" for a conversion. Most conversions will actually involve multiple attributable touchpoint before the final conversion occurs.
Why channel attribution matters
Channel attribution is critical to determine where marketing spend is working well—and where it's working poorly. Misattributing credit can wind up causing you to cut effective marketing channels or overspend on ineffective areas.