Marketing Attribution

Multiple rules-based and algorithmic approaches to attribution offer robust analysis of customer behaviour, providing a best-fit model per channel based on your customers’ actual interaction patterns.

Read the Attribution IQ tips and tricks guide

____________________________________________________

Not all touchpoints are created equal.

Marketing attribution helps you to understand what your customers want and leads to smarter spend decisions. By helping you to understand how different interactions effect movement along the customer journey, attribution makes it easy prioritise the right content and channels.

Adobe Analytics offers a wide variety of attribution models that are easy to use in your day-to-day analysis. From first and last touch to participation to time decay and more — including algorithmic attribution powered by advanced machine learning — our attribution models paint a clear picture of where meaningful marketing touches are taking place, how users are exposed to your messaging across channels and the optimal budget allocations that should take place within those channels.

Best-fit attribution

Our models include first and last touch, linear, participation, U-shape, J-curve and inverse J, last non-direct click, time decay and algorithmic models.

Attribution profiles

Qualify interactions that should receive credit for realised revenue or participation downstream in the customer journey.

Persistent IDs

Merge visitor profiles after they’ve been associated with the same visitor ID variable so attribution does not change in the historical dataset.