The process of identifying a set of user actions (“events”) ?that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion.
In general, marketers and agencies will use attribution to determine how to distribute credit for a conversion event based on the kinds of exposures and engagement a specific user has gone through in their customer journey on the way to conversion
