Marketing Attribution

Marketing attribution is the practice of assigning credit to the marketing touchpoints that influence a conversion, so you can see which channels and campaigns actually drive revenue. Models range from simple first- or last-touch to multi-touch and data-driven approaches that weight every interaction along the path. In 2026 the hard part is the growing blind spot: traffic from AI answer engines often arrives without referrer data and lands in GA4 as Direct, undercounting AI-driven influence. Reliable attribution now leans on first-party data, server-side tracking, and incrementality testing rather than cookies alone.