Attribution in advertising refers to the process of identifying which channels or touchpoints contributed to a user’s conversion or engagement. Attribution models, like last-click or multi-touch, assign credit to different interactions, helping advertisers understand the customer journey.

Accurate attribution enables advertisers to allocate budgets effectively by identifying the channels that drive the most value. By understanding how users interact across touchpoints, marketers can optimize campaigns, improve ROI, and create a cohesive customer experience.