What is marketing attribution? Marketing attribution assigns conversion credit to recorded ads, clicks, and other touchpoints using a rule or algorithm. It answers how a report allocated an outcome. It does not show what actually caused the outcome, and it cannot see touchpoints the system never stored. Keep three layers
First-click attribution is a measurement rule that gives 100% of conversion credit to the earliest known marketing touchpoint in a recorded path. Google Analytics 4 removed first-click, linear, time-decay, and position-based attribution models in November 2023. That date matters more than any benefit list. First-click still exists as a concept
Influencer attribution connects creator activity with customer actions and business outcomes. Those connections fall into three different claims: deterministic response, assigned credit, and causal incrementality. No single method captures all effects. Common signals include tracked links, codes, landing pages, surveys, and lift tests. Reporting should name which claim is being