Marketing glossary
What is Attribution?
Attribution: How credit for a conversion is assigned to the marketing touchpoints that led to it.
Common models include last-click, first-click, and data-driven attribution. Each platform tends to credit itself, so combining platform data with analytics, CRM data, and blended metrics gives a more honest picture.
Related terms
- Conversions APIMeta’s server-side tracking connection that sends conversion events from your server or CRM directly to Meta, alongside the browser Pixel.
- ROAS (Return on Ad Spend)Revenue generated for every dollar spent on ads. A ROAS of 4 means $4 in revenue for every $1 of ad spend.
- UTM ParametersTags added to the end of a URL (such as utm_source and utm_campaign) so analytics tools know where a visit came from.