Starting from the desired outcome (conversion), attribution tools allow marketers to analyse and identify the combination of digital interactions (called“events” or “touchpoints”) that have contributed to the outcome in any way. They then assign a value to each of these touchpoints, thus providing insight into which combination of touchpoints is most successful in influenced individuals to convert.
Attribution issues are often related to tracking issues, as well as to matters of conversion deduplication. While there are several attribution models, the most widely used is the last-click model, whereby the conversion is attributed to the user’s last click.
However, this model is quite unreliable. Specialised attribution tools such as Convertro, Neustar or Visual IQ can also be used. In addition, Google has recently announced the launch of its own tool, Google Attribution.