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.

Related terms

roascac
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