Definition of Source Attribution
Identifying the sources or channels that contributed to a conversion or sale.
Explanation of Source Attribution
Source attribution is the process of identifying and assigning credit to the various marketing channels and touchpoints that contribute to a conversion or sale. It helps businesses understand which marketing activities are most effective in driving customer actions. For example, a customer might interact with a company’s social media posts, click on a display ad, receive an email, and finally make a purchase. Source attribution tracks these interactions and determines how much each contributed to the final sale. Common attribution models include first-touch, last-touch, and multi-touch attribution. First-touch attribution gives credit to the initial interaction, while last-touch attribution credits the final touchpoint before conversion. Multi-touch attribution considers all interactions throughout the customer journey. By analyzing source attribution, businesses can optimize their marketing strategies, allocate budgets more effectively, and improve return on investment (ROI). Understanding which channels and campaigns are driving results is crucial for making informed marketing decisions and achieving business goals.