What is attribution?
Attribution is how credit for a sale or lead is shared among the ads, searches and other visits that led to it.
Customers often interact with a business several times before buying: they may see a social post, search on Google, then return from an email. Attribution is the method of deciding how much credit each of those touchpoints gets for the final key event. GA4 shows attribution in its advertising reports, and Google Ads uses it to judge which ads work. The rules used are called an attribution model.
Why it matters for your business: Attribution keeps you from cutting marketing that quietly starts many customer journeys only because it is not the last click before the sale.
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