What Is Ad Attribution?
Attribution answers a deceptively simple question: which marketing interactions should receive credit for a conversion? The answer depends on the model, the data you can observe and the time window you choose.
Why platforms disagree
Meta, Google, analytics tools and independent attribution platforms can all report different numbers because they observe different signals and apply different attribution rules. A customer may see a social ad, click search later and then buy directly. More than one system can reasonably claim influence.
Common model families
- First-click
- Last-click
- Linear multi-touch
- Time-decay
- Position-based
- Data-driven/modelled approaches
Where software fits
Attribution software helps collect the underlying events, connect touchpoints and apply these models consistently across channels. If native platform reports are materially affecting budget decisions and routinely conflict with backend revenue, a dedicated measurement layer may be worth evaluating.
Sources & verification
Product details can change. We prioritize first-party product pages and documentation for claims that may become outdated.