Attribution / SEO Terms Attribution Attribution is the process of identifying which marketing channels, campaigns or touchpoints contribute to a desired outcome, such as a sale, lead or donation. In digital marketing, attribution helps answer the question, “Which efforts are driving results?” By assigning value to different interactions along the customer journey, attribution allows teams to evaluate performance, allocate budgets more effectively and refine their strategy for better return on investment. There are several types of attribution models, each offering a different way to assign credit. Common models include first-touch (credit goes to the first interaction), last-touch (credit goes to the final step before conversion) and linear (equal credit is shared across all touchpoints). More advanced models, such as time-decay or position-based attribution, weigh touchpoints based on their proximity to the conversion or their role in the funnel. Multi-touch attribution, which considers all interactions leading to a result, is especially useful for long or complex buying cycles. Attribution plays a vital role in both B2B and nonprofit marketing. For example, a nonprofit may want to know whether a donor first heard about the organization through social media, a newsletter or a search ad. A B2B SaaS company may want to understand whether a lead came through a webinar, paid campaign or referral. Accurate attribution allows marketing and sales teams to double down on what works and avoid wasted spend. To get the most value from attribution data, organizations should ensure proper tracking, align goals across departments and choose a model that reflects the complexity of their customer journey.