E-commerce Glossary

Attribution

Method for crediting a conversion to marketing touchpoints.

Attribution identifies which channels and touchpoints contributed to a sale. Models vary: last-click (all credit to the last click), first-click (all to the first), linear (distributed equally), or data-driven (algorithmic). In e-commerce, the average purchase journey involves 5 to 8 touchpoints. A poor attribution model leads to flawed investment decisions. Multi-touch attribution is recommended today.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition

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