Attribution
Also: Marketing Attribution
The practice of assigning credit for conversions and pipeline to the marketing touchpoints that influenced them, so you know what is actually working.
Why it matters
Without attribution you cannot tell which channels and campaigns drive revenue, so budget decisions become guesswork. With it, you can invest in what works and cut what does not.
What good looks like
Useful attribution reflects how your buyers actually move, credits multiple touches across long B2B journeys where appropriate, and is honest about its own limits rather than pretending to false precision.
In the European market
In Europe, cookie consent and privacy rules limit the cross-site tracking that attribution depends on, so expect more gaps and lean on first-party and self-reported data more than in less-regulated markets.
Related terms
Reading about it is the easy part. We run it.
Tell us where you are trying to grow, and we will show you the few moves that matter most, then make them.
Free, no obligation. We will get back to you quickly.