What Is Attribution in Marketing?

Attribution in marketing refers to the process of identifying which marketing channels, campaigns, or specific touchpoints contributed to a customer action, usually a conversion. Whether it’s a display ad impression, a CTV spot, or a retargeting click, attribution helps marketers understand what moved a user from interest to action.

In short, attribution answers the question, “What actually worked?” For advertisers managing budgets across multiple formats and platforms, attribution is how you connect your spend to outcomes—and how you justify or adjust that spend with confidence.

Advertising Attribution in Practice

Advertising attribution goes beyond basic analytics. It’s a strategic tool that informs how you allocate media budget, evaluate creative performance, and optimize campaigns in real time. Attribution models vary—from simple first-touch or last-touch approaches to more sophisticated multi-touch models like linear, time decay, and position-based. Each assigns credit differently depending on where and how your audience engages during the journey.