Glossary of Mobile Advertising Terms
Attribution (or attribution model) is a process or set of actions that measures how credit for conversions and sales is assigned to touchpoints in conversion paths. From there on, results are utilized in a number of instances like marketing analysis, budget allocation and potentially partner payments.
Before crediting every conversion, each channel and/or touch point must be identified within the path to conversion for a specific time span before the immediate conversion or purchase. To put it in layman's terms, attribution shows you that a certain channel guided someone to make a purchase and basically, it helps you determine where to put future resources. Some attribution models rely on different channels like clicked channels or viewed channels.
There are many factors that can be used when assessing touchpoints, and as such, attribution models can get quite complicated. Just to name a few, ad size, position in the conversion path, type of keyword and type of touchpoint.
There are several attribution models available. Single source model (also known as the first click or last click) is the most common one and it’s also considered the least accurate one. There is also fractional and probabilistic models, and they have some similarities as they both weigh different touchpoints.