Marketing Attribution

Understand how conversion credit is assigned across marketing touchpoints.

Learn the logic behind common single-touch and multi-touch models.

Compare two simple attribution models and when each misleads.

Understand how credit can be shared across multiple touchpoints.

Learn how lookback windows change reported conversion credit.

Understand credit assigned after an ad view without a click.

See why channels can claim the same conversion differently.

Learn the difference between assigning credit and estimating causal lift.