Attribution in digital marketing provides data of how digital marketing channels contribute to conversions. The purpose it to quantify each channels influence and make informed decisions about which digital channel and/or channel combinations provide the highest conversion rates.
If you monitor all digital marketing channels in regards to how your customers interact with each of them on their journey to the conversion, a percentage value can be attached to each channel. Once you have that percentage, you can determine how each channel contributes to your conversions.
Attribution relates to every part of the journey to conversion and can give you information about how different channels can benefit and support from each other.
Check out today’s Econsultancy blog post and find out more about marketing attribution.