Marketing Attribution
The practice of assigning credit for a conversion to specific marketing touchpoints across the customer journey.
Marketing attribution is the systematic process of determining which marketing channels, campaigns, and content drove a conversion or revenue event. Modern attribution models include first-touch, last-touch, linear, time-decay, position-based, data-driven (algorithmic), and multi-touch attribution (MTA). Enterprises increasingly combine MTA with marketing mix modeling (MMM) and incrementality testing because no single attribution method is causally rigorous on its own. Empire325 builds attribution stacks that integrate paid media platforms, web analytics (GA4), CRM data, and offline conversions into a single source of revenue truth that CFOs can defend.
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Performance Analytics
Marketing measurement, MMM, and incrementality testing to prove ROAS at the channel and creative level.
Explore Performance Analytics →Related terms
Customer Acquisition Cost (CAC)
Total marketing and sales investment divided by new customers acquired in a period.
Customer Lifetime Value (LTV)
Total revenue (or gross profit) a single customer generates over the entire relationship.
Conversion Rate Optimization (CRO)
The systematic discipline of increasing the percentage of visitors who complete a desired action.
Search Engine Optimization (SEO)
The practice of optimizing websites to rank highly in organic search results.