Attribution
The process of determining which ads and touchpoints contributed to a conversion, used for optimizing ad spend allocation.
What Attribution means
Attribution is the analytical process of assigning credit to marketing touchpoints that contributed to a conversion. Attribution models range from simple (last-click, first-click) to complex (multi-touch, data-driven, algorithmic). Privacy regulations and technical changes have significantly disrupted attribution: Apple's ATT reduced cross-app tracking, cookie restrictions limit cross-site measurement, and GDPR consent requirements mean not all touchpoints can be tracked. Platforms have responded with modeled attribution (statistical estimation of unobserved conversions), shorter attribution windows (Meta reduced from 28-day to 7-day click default), and privacy-preserving measurement APIs (Apple's SKAdNetwork, Google's Attribution Reporting API). For compliance, attribution systems process personal data across touchpoints, requiring proper consent, data processing agreements, and privacy policy disclosures. Understanding attribution limitations helps set realistic performance expectations.
Related terms
Conversion
A desired action completed by a user after interacting with an ad, such as a purchase, sign-up, or download.
Pixel
A piece of code installed on a website that tracks user actions and sends data back to an ad platform for measurement and optimization.
CAPI
Conversions API — a server-side tracking method that sends conversion data directly from the advertiser's server to the ad platform.
Return on Ad Spend
The revenue generated for every dollar spent on advertising, calculated as revenue divided by ad spend.