Last Updated: November 6, 2023

The Ultimate Guide to Marketing Attribution in 2024



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As the digital ecosystem grows more complex, the need for precise attribution has never been greater. In this guide, we will explore the latest strategies, tools, and best practices for understanding the customer journey, optimizing marketing campaigns, and navigating the complex world of data-driven decision-making. With our guide, you can stay ahead in the dynamic world of modern marketing attribution.

What is marketing attribution?

Marketing attribution is like tracking breadcrumbs in a forest to see which trail led you to your destination. It helps businesses figure out which marketing efforts worked in getting customers. This allows you to focus on what’s effective in your strategies and campaigns.

Marketing attribution involves several techniques, but there are helpful tools to simplify this process. Later in the article, we will go over helpful attribution software that can give you and your team a full picture of important data for your marketing campaigns.

A honeycomb design describing important aspects of marketing attribution.

Marketing attribution vs marketing measurement: what’s the difference?

Both marketing attribution and marketing measurement are vital components of your campaigns, but they are different things. Marketing measurement details the quantifiable aspects of your campaign, including click-through rates (CTR), the number of impressions, return on ad spend (ROAS), and return on investment (ROI).

Marketing attribution is all about identifying touchpoints within a customer journey that lead to conversions. Once those touchpoints are identified, you can assign a level of importance to those points. Marketers can then use this information to determine which channels are effective for your site and which ones need more attention.

To sum up, you can use marketing attribution and measurement to get concrete KPIs and develop beneficial strategies. Using the two in conjunction can help streamline your campaigns and increase your overall conversions.

Why is marketing attribution important?

Marketing attribution is essential for ecommerce brands because it enables them to make data-driven decisions. It also helps marketers decide how to allocate resources effectively and enhance the customer experience. By understanding the customer journey and the impact of different touchpoints, ecommerce brands can improve their marketing strategies and achieve better results. Check out the list below for some benefits of marketing attribution:

Optimizing Marketing Spend: Ecommerce businesses often invest in various marketing channels such as social media advertising, email marketing, paid search, and more. Marketing attribution helps identify which channels are most effective in driving sales. By allocating resources more efficiently to the best-performing channels, brands can maximize their ROI.

Personalization: With accurate attribution, ecommerce brands can personalize their marketing efforts. They can send tailored messages or offers to customers based on their interactions and preferences, increasing the likelihood of conversion.

Improving Content and Campaigns: Attribution data can reveal which content and campaigns are most effective at various stages of the customer journey. Ecommerce brands can use this information to fine-tune their content, messaging, and marketing strategies. By focusing on what works, they can continuously improve their campaigns and product promotions.

Measuring Long-Term Value: Attribution isn’t just about immediate sales. It also helps ecommerce brands track the long-term value of customers acquired through various channels. This understanding is essential for customer retention strategies and calculating customer lifetime value (CLV).

Marketing attribution benefits vs. challenges

Marketing attribution is a powerful tool that offers businesses invaluable insights into the effectiveness of their strategies. However, like any tool, marketing attribution comes with its own set of pros and cons. In this section, we’ll explore the advantages and potential drawbacks of marketing attribution.


Enhanced Decision-Making

Marketing attribution provides businesses with valuable insights into the performance of their various marketing channels and campaigns. It enables data-driven decision-making, allowing companies to allocate resources more effectively, optimize strategies, and focus on what truly works.

Maximized ROI

One of the primary benefits of marketing attribution is the ability to maximize return on investment (ROI). By understanding which channels and campaigns are the most effective at driving conversions, companies can streamline their marketing budgets, reduce wasteful spending, and increase revenue.

A graph showing the likelihood of a customer making a purchase.

Budget allocation

Effective budget allocation is one of the most compelling advantages of marketing attribution. This approach allows businesses to make data-driven decisions when distributing their marketing resources. Instead of blindly spreading budgets across various channels, marketing attribution helps companies pinpoint the most productive avenues.

Sales and marketing alignment

These two forces are often seen as separate entities, but they are integral partners in driving business growth. When these teams work cohesively, the results are powerful. By fostering a strong alliance between these departments with marketing attribution, companies can streamline their customer acquisition process, reduce inefficiencies, and increase revenue.

Precise Targeting

With attribution data, businesses can target their marketing efforts more precisely. They can tailor messages, content, and offers to specific customer segments, increasing the relevance of their marketing materials and, in turn, conversion rates.

These benefits collectively make marketing attribution an essential tool for businesses seeking to optimize their marketing strategies, increase profitability, and stay competitive in a data-driven world.


There is no perfect strategy

Marketing attribution is not a perfect science, and trial and error is necessary. We will get into the different models later, but each attribution has pros and cons. Not every model will work for every company.

Privacy Changes

Browser restrictions, such as Intelligent Tracking Prevention and cookie-blocking, complicate attribution accuracy by impeding cross-platform tracking. While the need for privacy compliance is undeniable, it forces businesses to strike a delicate balance between respecting user privacy and preserving their marketing attribution strategies.

Customer Journeys Are Not Linear

Customer journeys are often nonlinear and can involve numerous touchpoints. Attributing conversions accurately when there are multiple interactions can be challenging. In an interconnected digital world, customers may interact with a brand through social media, email, web searches, ads, and more. This can challenge traditional attribution models, making it necessary for businesses to adopt more sophisticated approaches to account for the nature of today’s customer journeys.

A graph showing a plan to track the customer journey.

Difficulty in Channel-Tracking

Some campaigns are easier to track and gather data than others. If you are tracking data across several devices, it can be difficult to compile the data from these complicated customer journeys. There are many platforms to gather information and creating a uniform naming and data structure can prove difficult for some marketers.

Common Mistakes with Attribution

Marketing attribution takes a lot of planning and strategy. It is a powerful tool, but it can be challenging to implement correctly. Before beginning your next campaign, check out the common attribution mistakes.

Putting too much importance on the first or last click

Many platforms often gauge success by pinpointing the touchpoint responsible for the final purchase. This approach tends to encourage marketers to view their ad campaigns through a linear lens. While it might be tempting to invest heavily in touchpoints with the highest conversion rates, it’s equally important to grasp the impact of the factors leading up to that point.

Insufficient Data Storage

When working across diverse marketing channels, the process of collecting data, compiling reports, and evaluating campaign performance can be quite challenging. Marketers not only require a secure repository for their data but also an organized structure that can handle large sets of attribution data.

Short or Long Measurement Windows

The buying cycle varies depending on factors such as customer segments, product offerings, pricing, and timing. An excessively brief window might miss important details, while one that’s overly lengthy could assign credit to ineffective campaigns. Ultimately, it’s essential to establish a timeframe that aligns with the specific traits of the attribution being measured.

Marketing Attribution Models

In this section, we will explore some of the most common marketing attribution models, each with its distinct methodology and applications. These models range from simple, rule-based approaches to advanced, data-driven algorithms.

Single-touch attribution assigns all credit for a conversion to one touchpoint, often oversimplifying the customer journey. Multi-touch attribution, on the other hand, distributes credit among multiple touchpoints, providing a more detailed view of customer interactions. The choice depends on the complexity of your customer journeys and your specific marketing goals.

Single-touch attribution

Single-touch attribution is a straightforward approach. This model assigns all credit for a conversion to a single touchpoint or interaction along the customer journey.


First attribution falls within single-touch. First-touch gives all credit for a conversion or sale to the very first interaction that a customer has with your brand. First-touch is a straightforward way to determine what leads to a customer’s initial encounter with your brand.

A graph attributing the first-touch attribution model, showing all credit to the first touch.

Use Case

First-touch attribution may be helpful for your business if you don’t know where customers are initially interacting with your brand. Use first-touch when you are looking for the most successful top-of-funnel channel. This helps marketers determine which top-of-funnel campaigns are feeding customers who are most likely to make purchases.


When creating a first-touch attribution model, marketers can quickly discern which channels are high-performing and see which channels are providing the most qualified leads. Let’s examine a first-touch customer journey.

Kevin is a potential customer who clicks on a Google ad and visits your blog. Kevin likes your products, so he signs up for a newsletter and buys a product. With the first-touch attribution model, you would attribute this conversion to the initial Google ad that Kevin viewed and interacted with.

Pros and Cons

The first-touch attribution model can offer several benefits that can be helpful for your ecommerce business. Some of the pros of first-touch attribution include:

  • First-touch attribution recognizes the significance of brand awareness and exposure in the customer journey.
  • It offers a straightforward and easily understandable model for businesses.
  • It’s crucial in proving the value of some of the lesser-understood top-of-funnel marketing efforts, such as content marketing and brand awareness initiatives.

First-touch attribution models, while straightforward, have their limitations and downsides. Some of the cons of first-touch attribution models include:

  • It’s primarily focused on digital touchpoints, making it challenging to account for the impact of in-store visits, phone calls, or printed advertisements.
  • Relying solely on the first touchpoint for attribution may result in a restricted view of the customer journey.
  • First-touch attribution assumes that every customer follows a linear path from initial contact to conversion, which does not account for repeat customers or multiple touchpoints.


Last-touch attributes all credit for a conversion to the final touchpoint or interaction that directly led to the customer making a purchase. This model assumes that the last touchpoint of the customer journey plays the most significant role.

A graph showing the last-touch attribution model, giving all credit to the last touchpoint.

Use Case

Last-touch attribution is useful if you want to determine which channels have the most influence at the final stage of the customer journey.


To fully understand the last-touch model, let’s examine an example. A customer named Macy clicks on a Google ad and visits your blog. Macy then signs up for a newsletter and clicks a link to buy a product. From a marketer’s perspective, the last-touch attribution will attribute the entire sale to the link in the newsletter.

Pros and Cons

Last-touch attribution has positive aspects, but there are also several things to consider when using this model. Some pros of last-touch include:

  • It’s easy to implement and it doesn’t require a complex reporting setup, which makes it a popular choice for smaller teams that are just getting started with attribution.
  • This attribution model only looks at the last touchpoint before conversion, which means that the period between this touchpoint and the actual sale can be pretty short. This is a benefit because it is a small window for an error to occur.

Now let’s consider some potential downsides of the last touch model.

  • Last-touch attribution ignores other channels that may have influenced the customer journey. You may assume that the last touchpoint was responsible for the entire customer journey. This gives you a limited insight into the entire marketing funnel.

Multi-Touch Attribution and Customer Journey Mapping

Multi-touch attribution differs from single-touch because it gives value to multiple touchpoints that occur during the buyer’s journey. It paints a full picture of all the factors that contribute to your marketing campaigns. Now let’s examine the most common types of multi-touch attribution models.


In a linear model, every single touchpoint that a customer engages with is given the same amount of credit. This method assumes that every ad has the same impact in persuading the potential customer to make a purchase.

A linear attribution graph showing that all touchpoints are giving the same amount of weight.

Use Case

The linear attribution model is often the most useful for new companies with a smaller budget. This model allows a general overview of your company’s performance for less budget but provides insight into the most effective channels.


If a customer interacts with your company on several different sites and formats, then a linear attribution may be useful. For example, a potential customer may click on a search ad for your company, then a Facebook ad, and eventually visit your website several times before making a purchase. If a marketer wants to use linear attribution, then equal credit would be given to all three of those different touchpoints.

Pros and Cons

Let’s dive into some of the positive aspects of linear attribution models.

  • It’s a straightforward and easy-to-understand model for both marketing teams and stakeholders.
  • It offers a holistic perspective of marketing effectiveness by accounting for the impact of various touchpoints.

Some drawbacks of linear attribution can include:

  • Linear attribution assumes all touchpoints have the same weight, which is not necessarily true.

Time Decay

The time decay attribution model gives more credit to the most recent touchpoints just before conversion. These touchpoints are usually more influential in the customer’s decision-making process. This model is particularly useful for understanding the impact of marketing interactions as they unfold over time.

A time-decay attribution model, which shows that more recent touchpoints hold more weight.

Use Case

Time decay attribution models are most useful for marketers who want to measure a longer sales cycle. If you want to give your channel time to gather interactions, time decay will highlight the difference between touchpoints and their performance as the campaign ages.


Imagine a customer’s journey to purchase a new smartphone. In the early stages, they may have seen an online ad for a specific phone model. Later, they read a review of the same phone in a tech magazine and a week before making the purchase, they receive a promotional email offering a discount on that phone.

The time decay attribution model would give the most credit to the email they received just before buying because it had the most recent influence on their decision.

Pros and Cons

If time decay attribution seems like a fit for your campaign goals, consider its benefits.

  • It reflects timely influence, so it recognizes that interactions closer to the conversion often have more impact.
  • It is useful for short sales cycles, which are often more effective for ecommerce industries.

Marketers may also want to consider the potential downsides of time decay.

  • The time decay model may also result in a low amount of credit for highly influential touches if it happens too early in the customer journey.


A U-shaped attribution model gives credit to the first and last interactions in the customer journey while also recognizing the importance of the steps in the middle. It balances the impact of various touchpoints throughout the entire journey.

A U-shaped attribution model that gives more weight to the first and last touchpoint.

Use Case

U-shaped attribution models are useful for marketing campaigns where you already have a decent understanding of your customer’s behavior. If you already have data about common touchpoints, you can use U-shaped attribution to optimize the top and bottom touchpoints in the buyer’s journey.


Imagine a customer interacting with a Google shopping ad, a Google text ad, a Facebook ad, and an Instagram ad before making a purchase. In a U-shaped attribution model, the Google shopping ad and Instagram ad would get 40% of the credit, while the Facebook ad and Google text ad would get 10% each.

Pros and cons

Let’s check out some of the positives associated with the U-shaped model.

  • It’s a more balanced approach than first or last-touch attribution.
  • It’s useful for industries with complex, multi-touchpoint customer journeys.

Now let’s examine the potential cons.

  • For businesses with multiple marketing channels and a sophisticated customer journey, this model may give value to only some touchpoints.
  • It can place too much emphasis on the importance of the first and last touchpoints.


A W-shaped attribution model gives credit to three key stages in the customer journey: the first interaction, the middle step, and the final conversion. It highlights the distinct roles these stages play in guiding customers from initial interest to making a purchase.

A W-shaped attribution model that gives credit to the first, last, and middle touchpoints of the customer journey.

Use Case

The W-shaped attribution model is useful for companies with a clear sales funnel for their customers. This model emphasizes the most important touchpoints in the buyer’s journey, but it is more complex to set up. If your business already has a good idea of their customer journey they may want to employ a W-shaped model to gather more specific touchpoint information.


Imagine a customer’s journey to book a vacation. They first see an enticing travel ad (the initial interaction), then research destinations and interact with a promotional travel email (the mid-journey touchpoint). Finally, they book a trip through a specific travel agency (the final conversion). In a W-shaped attribution model, all three of these stages receive significant credit, recognizing the importance of sparking interest, guiding the research phase, and ultimately securing the sale.

Pros and Cons

There are several benefits to the W-shaped model, including:

  • It gives all touch points credit while recognizing that some should bear more weight than others.
  • This model emphasizes brand exposure, consideration, and conversion by crediting the first, middle, and last touchpoints.

If you are considering the W-shaped model, it’s important to be aware of potential drawbacks.

  • There may be neglect for interactions that happen outside the initial, middle, and last points.
  • It can oversimplify the value of different activities beyond the big three that are given extra credit.

Marketing attribution strategy: best practices and implementation

How to choose the right attribution model for you

Choosing the right attribution model for your business is crucial for making informed marketing decisions and optimizing your strategies. The choice of attribution model should align with your industry, campaign objectives, and the unique characteristics of your customer journeys. Here are some considerations for selecting the most suitable attribution model:

First-Touch Attribution

  • Suitable for: Businesses with short and simple customer journeys, lead generation campaigns, or when the initial point of contact is highly influential.

Last-Touch Attribution

  • Suitable for: Businesses where the final interaction directly drives conversions or in cases where the last touchpoint is the most influential.

Linear Attribution

  • Suitable for: Businesses with fairly straightforward customer journeys or where various touchpoints contribute evenly.

Time Decay Attribution

  • Suitable for: Businesses where the influence of touchpoints changes over time, campaigns with medium-length customer journeys, or where recent interactions are more influential.

U-Shaped Attribution

  • Suitable for: Businesses with multi-touchpoint customer journeys, where both initial engagement and final conversion are crucial.

W-Shaped Attribution

  • Suitable for: Businesses with complex, multi-stage customer journeys, where multiple interactions significantly contribute to conversions.

It’s often beneficial to start with a model that matches your current understanding of your customer journey and refine it as you gather more data and insights.

What factors should you consider when choosing an attribution provider?

Choosing the right attribution provider is crucial for obtaining accurate and actionable insights into your marketing efforts. Before making a decision, consider your business objectives, customer journey complexity, how many marketing channels you use, and the nature of your products and services.

An infographic describing which factors are tracked with marketing attribution software.

Comparison of Attribution Software

When it comes to marketing attribution software, the choices are abundant and varied. Selecting the right attribution software for your business involves a careful examination of the features, capabilities, and compatibility with your unique needs.

  • Growify
    • Features: Consolidated metrics, comparative creative analysis, product comparisons, and fully customizable views.
    • Pros: With Growify, you can streamline your vital business metrics, bringing them together in a single location. You can also save valuable time by minimizing data management efforts.
    • Cons: Growify offers many useful metrics, but it doesn’t replace a marketer. You still need someone to synthesize data and make informed decisions for your brand.
  • Northbeam
    • Features: Creative analytics, multi-touch attribution, full-funnel analytics, and cross-channel attribution
    • Pros: This software offers hourly data refresh with real-time processing. It also offers machine-learning-based predictive analytics.
    • Cons: Northbeam can be a bit complicated to use and there is no free version to test out before purchase. It also lacks the functionality of similar software at the same price point.
  • Triple Whale
    • Features: Profit tracker, mobile app and Chrome extension, activity feeds, and customer segmentation
    • Pros: This attribution software has a user-friendly interface, a customizable dashboard, and offers creative reporting.
    • Cons: Triple Whale does not have a weighted model and the interface can be difficult for beginner marketers to understand.
  • Thought Metric
    • Features: Multi-channel tracking, customer journey mapping, post-purchase attribution surveys, and integrations
    • Pros: Thought Metric is simple and intuitive. It also offers a backend app for your clients so they can view additional insights.
    • Cons: This software is a bit limited in terms of functionality, so it may not have all the features you desire in your campaign.
  • Cometly
    • Features: Event tracking, Conversion API, Comet Ads Manager, analytics, Customer Journeys, and automation
    • Pros: Cometly offers accurate tracking, pricing by ad budget, and a pleasing interface. It also sends back data to Facebook via the Conversion API.
    • Cons: Cometly does not show your campaign profit and you can only track Google Ads, Facebook, and TikTok. You cannot track Pinterest or other platforms.

How to implement your attribution model

Implementing your chosen attribution model is a strategic process that begins with defining clear objectives. You need to have a solid understanding of what you want to achieve with attribution analysis. This may include optimizing ad spend, identifying high-performing channels, or improving the customer journey.

Once objectives are set, focus on data cleanliness and consistency. Ensure that your data sources are reliable and integrated correctly. Inaccurate or incomplete data can lead to skewed results. Regular analysis and adjustments are also crucial. Your chosen attribution model is not set in stone – it should evolve with your business and customer behavior.

Consistent monitoring and fine-tuning your model will help maintain its relevance and effectiveness over time. By following these steps, you can successfully implement and leverage your attribution model to drive conversions.

The Future of Marketing Attribution

Machine learning and AI in attribution

Machine learning and AI have revolutionized the field of attribution. AI-driven models use the power of advanced algorithms to improve attribution accuracy. These models can automatically analyze a vast array of user touchpoints.

Moreover, machine learning enables predictive modeling. This helps businesses identify potential conversion paths that may have been overlooked. By harnessing AI, marketers can gain deeper insights into customer journeys, optimize their strategies, and make data-driven decisions that lead to more effective campaigns and higher returns on investment.

The different factors of marketing attribution fitting into a cube.

Advanced cross-channel attribution

Advanced cross-channel attribution provides a holistic perspective on customer interactions. It allows businesses to seamlessly track users’ journeys, recognizing the transition from online to offline touchpoints.

By mapping the intricate web of touchpoints, advanced cross-channel attribution empowers businesses to optimize their strategies, allocate resources effectively, and build stronger, data-driven relationships with their customers across many channels.

Integrating offline and online data

Integrating offline and online data is a pivotal step in bridging the gap between customer interactions in the digital and physical realms. This process involves harmonizing various data sources, including in-store purchases, call tracking and website activity. This creates a unified view of the customer journey.

This approach not only provides a more accurate representation of the customer’s path, but also empowers companies to fine-tune their marketing strategies, optimize resource allocation, and deliver more tailored, effective campaigns.

Privacy-preserving attribution models

Privacy-preserving attribution models have emerged as a critical response to the evolving landscape of data privacy regulations, including GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). These models prioritize safeguarding user data and ensuring compliance with stringent privacy laws.

By protecting sensitive user information within attribution modeling, businesses can strike a delicate balance between data privacy and harnessing insights. This approach reduces legal risks but also upholds consumer trust. As privacy concerns continue to shape the digital marketing landscape, privacy-preserving attribution models represent a responsible and necessary evolution in the realm of data-driven marketing.


The key takeaway here is that marketing attribution is not a one-size-fits-all solution. It’s about finding the right model for your business, your industry, and your unique customer journeys. The journey to effective attribution begins with setting clear objectives, maintaining data quality, and continuously analyzing and adapting your approach.

As we continue forward, it’s crucial to remember that marketing attribution is not just a means to track ROI; it’s a tool for understanding your customers better, optimizing your marketing strategies, and ultimately delivering more personalized and valuable experiences.

If you are looking to elevate your marketing attribution efforts, Growify.ai can be your partner in 2024. Visit our site to discover how you can make more informed marketing decisions and optimize your campaigns with Growify’s user-friendly and powerful tools.

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