Attribution
Attribution models, multi-touch, last-click, and measurement frameworks.
Terms in Attribution
Data-Driven Attribution (DDA)
An attribution model using machine learning to assign credit to touchpoints based on actual conversion data rather than predefined rules.
Footfall Attribution
Attribution methodology that measures whether offline store visits resulted from digital marketing campaigns, connecting online touchpoints to physical footfall
Holdout Group
A control group excluded from a marketing campaign to measure its true incremental impact by comparing their behaviour against exposed audiences.
Incrementality Testing
A testing methodology that isolates the incremental impact of a specific marketing campaign by comparing user behaviour with and without exposure to that campai
Lift Study
A controlled experiment measuring the incremental sales or conversions driven by a specific marketing campaign by comparing exposed and control audiences.
Modelled Conversions
Estimated conversions attributed to touchpoints where direct measurement isn't possible, using statistical models to fill data gaps.
Multi-Touch Attribution
A method that credits multiple touchpoints across a customer's journey rather than attributing all credit to a single interaction, providing a more accurate vie
SKAdNetwork (SKAN)
Apple's privacy-focused attribution framework that measures app install campaigns without tracking individual users across apps.
TV Attribution
TV attribution measures which TV campaigns or channels drove conversions, sales, or desired actions. It bridges offline TV viewing with online customer behaviou