Marketing Attribution

Multiple rules-based and algorithmic approaches to attribution offer robust analysis of customer behavior, 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 understand what your customers want and leads to smarter spend decisions. By helping you understand how different interactions effect movement along the customer journey, attribution makes it easy prioritize 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 realized 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 data set.


Learn more about marketing attribution in Adobe Analytics. | Read more about algorithmic attribution in Analytics.

Read more about algorithmic attribution in Analytics.

Learn more about how marketing attribution works in Analysis Workspace.

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Take a deeper dive into algorithmic attribution, including how to build a model, in our Help pages.

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