Attribution
Attribution is the method used to connect a customer action with the marketing or referral touchpoints that preceded it. Different methods can assign credit differently, and missing data can limit what is known. A recorded source is useful evidence about a journey, but it is not necessarily proof that one campaign caused the sale.
Why it matters for your business
Attribution helps a business compare acquisition routes without confusing attention with revenue. Keep the method consistent and include unknown sources instead of forcing every customer into a convenient category.
A business example
A customer arrives through a tagged event link and later submits an enquiry. The business records that route while recognising that other conversations may have influenced the decision.
Illustrative example.Your next step
Record enquiry sources consistently and review completed outcomes alongside the tracking limits.
Discuss your customer journey