A digital marketer’s guide to attribution

Confused about which channels are bringing you customers? You’re not alone. Tracking and analyzing data differ by organization. Consider these approaches.

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To succeed under data’s umbrella, marketers should first understand the key difference between analytics and attribution.

From Think with Google:

Analytics help you understand your customers’ experience. Attribution informs your marketing mix. For [organizations] with multiple digital—and offline—marketing channels as well as cross-device campaigns and purchase paths, it’s not about choosing one capability over the other; it’s about both working together.

Measurement conversion group Convertro defines attribution as “the science of determining what media [platforms] are driving purchases.”

How attribution fits with marketing strategies

Tracking, touchpoints, consumer influence—what do they all mean, and how will they affect a brand’s success?

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