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Definition of Conversion Attribution

Conversion attribution is a process within digital marketing that identifies and assigns credit to specific marketing efforts, campaigns, or channels that contributed to a user completing a desired action, such as a purchase or sign-up. This helps marketers understand which strategies are most effective in driving conversions, thus optimizing their future marketing decisions. Various attribution models can be used to distribute credit, such as last-click, first-click, linear, and time-decay models.


The phonetics for “Conversion Attribution” are: / kənˈvɜrʒən əˈtrɪbʲuțən /- Conversion: / kənˈvɜrʒən / : kuh n-VUR-zhuhn- Attribution: / əˈtrɪbʲuțən / : uh-TRIB-yuh-tn

Key Takeaways

  1. Conversion Attribution helps to track and assign credit for customer conversions to various marketing touchpoints in a buyer’s journey.
  2. It helps in understanding the effectiveness of different marketing channels and campaigns, enabling advertisers to optimize their marketing strategies and budget allocation.
  3. Common attribution models include Last-Click, First-Click, Linear, Time-Decay, and Position-Based, each having its advantages and drawbacks in distributing conversion credit across marketing touchpoints.

Importance of Conversion Attribution

Conversion Attribution is an essential concept in digital marketing as it helps marketers identify and evaluate the effectiveness of each touchpoint in a customer’s journey towards a desired action or conversion.

By understanding which channels or tactics contribute most to their goals, marketers can allocate resources more efficiently, optimize campaigns, and boost return on investment.

Accurate attribution models ensure that credit is assigned appropriately, enabling data-driven decision-making, reducing wasteful spending, and fostering a better understanding of the customer journey.

Ultimately, this leads to improved marketing strategies, enhanced customer experiences, and higher overall performance.


Conversion Attribution is an essential aspect of digital marketing that seeks to identify and understand the methods, channels, or touchpoints that influence a user’s decision to take a desired action, such as making a purchase or signing up for a newsletter. The purpose of conversion attribution is to provide marketers valuable insights and a deeper understanding of various marketing tactics, campaigns, and different digital platforms, thereby enabling them to allocate marketing resources more efficiently and optimize their overall marketing strategy.

With an ever-increasing number of digital channels and touchpoints, it has become imperative for marketers to effectively analyze and measure the success of their efforts. Conversion attribution not only aids marketers in deciphering which tactics or channels yield the best results but also allows them to streamline their marketing strategies by prioritizing the most impactful touchpoints.

By doing so, they can maximize the return on their marketing investments and achieve their goals more effectively. In summary, conversion attribution is a significant tool that helps digital marketers in evaluating the efficacy of their campaigns while facilitating more informed decision-making for future marketing endeavors.

Examples of Conversion Attribution

E-commerce Website: An e-commerce website uses various digital marketing channels like social media ads, Google AdWords, or email marketing to drive traffic to their website. Conversion attribution helps the website’s marketing team to determine which of these platforms is the most successful in driving sales. For example, if a customer clicked on a social media ad, then received an email offer, and finally made a purchase, conversion attribution can identify which touchpoint ultimately motivated the purchase decision and allocate the credit accordingly.

Mobile App Downloads: A mobile app development company relies on different marketing campaigns to increase app downloads. They may use Facebook ads, influencer marketing, app store optimization, and in-app ads as part of their marketing strategy. Conversion attribution allows the company to identify the source responsible for an app download, allowing them to better allocate their marketing budget and focus on the channels with the highest ROI.

Subscription Services: A subscription-based company, like a streaming service or a meal kit delivery service, uses digital marketing campaigns to get customers to sign up for their services. They may leverage display advertising, search engine marketing, content marketing, or various partnerships for promotion. Conversion attribution helps the company determine which touchpoints effectively led to a customer sign-up, allowing them to optimize future marketing strategies to focus on the most impactful channels.

Conversion Attribution FAQ

What is conversion attribution?

Conversion attribution is the process of identifying and assigning credit for specific marketing touchpoints that contributed to a conversion. This allows marketers to measure and optimize their campaigns based on which channels, ads, and strategies are driving the desired results.

Why is conversion attribution important?

Conversion attribution is important because it helps marketers understand which marketing efforts are driving conversions. This enables them to allocate their resources more effectively, optimize their campaigns, and improve their return on investment (ROI) for different marketing channels and initiatives.

What are the main attribution models?

There are several main attribution models, including:
– Last touch model: Credits the last marketing touchpoint a user engaged with before converting
– First touch model: Credits the first marketing touchpoint a user engaged with
– Linear model: Credits all touchpoints equally during the customer journey
– Time decay model: Gives more credit to touchpoints closer to the conversion event
– Position-based model: Allocates credit between specific touchpoints (e.g., 40% to first touch, 20% to each touch along the path, and 40% to last touch).
These models can be customized to best suit a business’s needs and objectives.

How can I implement conversion attribution?

Implementing conversion attribution involves tracking user interactions with marketing touchpoints, collecting that data, and assigning credit using an attribution model. This typically requires a combination of tools and technologies, such as web analytics, marketing automation platforms, and customer relationship management (CRM) systems to track and analyze user behavior throughout the customer journey.

How can I choose the right attribution model for my business?

Choosing the right attribution model for your business depends on your marketing strategy, goals, and resources. Consider evaluating the customer journey, your marketing channels and touchpoints, and the types of conversions you aim to achieve. Test different models, analyze the results, and iterate to find the best fit. Businesses often use a mix of models or develop custom models tailored to their specific needs.

Related Digital Marketing Terms

  • Multi-Touch Attribution
  • Conversion Path
  • Attribution Model
  • First-Click Attribution
  • Last-Click Attribution

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