Channel-level attribution
Measuring performance aggregated at the channel level (e.g., all of Meta vs. individual Meta campaigns).
More Attribution terms
Attribution
The practice of assigning credit for conversions or revenue to marketing channels or campaigns.
Cookie deprecation
The phasing out of third-party cookies by browsers and platforms, reducing the accuracy of pixel-based and user-level tracking tools like MTA.
First-touch attribution
A single-touch model that gives all conversion credit to a customer's first interaction with a brand.
Last-touch attribution
A single-touch model that gives all conversion credit to the final interaction before a conversion.
Linear attribution
An MTA model that distributes conversion credit equally across all touchpoints.