Marketing Attribution
Determining which marketing channel or touchpoint drove a customer to purchase.
Definition
Attribution models assign credit for sales to the marketing touchpoints that influenced the purchase decision. Common models: last-click (credits the last channel before purchase), first-click (credits the first touchpoint), and data-driven (distributes credit based on statistical models).
Why It Matters for Shopify Brands
Attribution determines where you invest marketing budget. Poor attribution — over-relying on last-click — undervalues brand awareness and upper-funnel channels while over-investing in bottom-funnel tactics.
Benchmarks
Post-iOS 14, accurate attribution requires first-party data (email lists, post-purchase surveys) in addition to ad platform data. 15–30% of sales may be unattributed using platform data alone.
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