measurement
Attribution
Attribution is the process of assigning credit for a conversion to one or more marketing touchpoints across the customer journey.
Models used in financial services
- Last click — simple but ignores the long journey.
- Data-driven — Google/Meta machine-learned credit splits.
- Position-based — 40% first touch, 40% last, 20% middle.
- CRM-matched — closed-loop attribution using offline conversions.
Closed-loop attribution is the gold standard for regulated advice where conversions happen offline weeks or months after the lead.