How it works
Credit is split among multiple touchpoints, and the result depends on how completely the customer journey is observed. Marketing attribution links traffic sources to telephone enquiries. Results depend on reliable identifiers, attribution windows and accurate conversion recording.
Business example
An analyst considers search, social advertising and email together when assessing a call conversion.
What to consider
Distinguish attribution from proven causation. Account for consent, incomplete customer journeys and calls without a known marketing source.