Marketing Attribution

Marketing attribution determines which channel or campaign contributed to a conversion. It is one of the most complex topics in digital marketing because a customer often interacts with multiple touchpoints before buying.

Common models: - Last click: 100% credit to the last click before purchase. - First click: 100% credit to the first touchpoint. - Linear: credit distributed equally across all touchpoints. - Data-driven: algorithmic model (Google Analytics 4).

Attribution has become more difficult with iOS 14.5 and the gradual phase-out of third-party cookies. First-party data and server-side tracking are becoming essential.

Fullmetrix does not replace attribution tools but complements the analysis with real profit by channel: even if Meta Ads generates more revenue, Google Ads may generate more net profit.