Published: 01.28.2022



Simply put, marketing attribution is identifying how a customer became familiar with and/or purchased your product or service. The goal of attribution is to enable marketers to understand which messages and channels had the greatest impact on the consumer’s next step. A good example is a consumer gets information about a product in an email blast, but doesn’t make a purchase until they see it again on Instagram. This can mean that marketing dollars for this consumer are better spent on Instagram than on email marketing. Employing attribution can emable marketers to optimize their marketing spend, drive increased ROI and produce more effective creative.