ANALYTICS · THE YELL SOCIAL GLOSSARY
Attribution.
The method used to assign credit for a conversion to marketing interactions. Different models and lookback windows can give the same journey different results.
A simple example
A person discovers a brand through a social post, returns through search, and later makes a purchase.
Put it into practice
Compare reports using the same attribution model and time window. Credited conversions do not automatically prove a campaign caused them.
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