In terms of advertising, what’s attribution?

1. Determining the cost of each asset used in a marketing campaign
2. Determining how much cost each channel requires
3. Determining how much credit to award a client for their referral
4. Determining how much credit each step of a process should receive

Correct Answer:

• Determining how much credit each step of a process should receive

Explanation: In advertising, attribution refers to the process of determining how much credit each step of a consumer’s journey should receive for a conversion. It’s about understanding how different ad interactions contribute to the customer’s decision to convert. Attribution models, as tools, provide advertisers with control over this crediting process, allowing for early customer engagement, alignment with business needs, and bid optimization based on ad performance insights. They equip advertisers to influence customers earlier, tailor advertising strategies, and improve bidding, all on the back of a deeper understanding of ad performance.