Attribution
The process of assigning credit for a conversion to one or more marketing touches.
Last updated: 2026-05-04
Definition
Attribution models range from naive (last-click, first-click) through linear (equal credit to all touches) to data-driven (Markov chain, Shapley value). Multi-touch attribution (MTA) requires user-level tracking — fragile post-iOS-14.5 and post-GDPR. MMM is the privacy-safe alternative when MTA is no longer reliable.
How it applies in India
No India-specific behavior.
Related terms
- Marketing Mix Modeling (MMM)A statistical method that quantifies how each marketing channel contributes to a sales outcome over time, using historical spend + revenue + exogenous variables.
- Last-Click Attribution100% credit to the final marketing touch before conversion.
- Multi-Touch Attribution (MTA)Distributes credit across multiple touches, weighted by position or data-driven model.
Try WatEase free
Run your WhatsApp commerce on the platform built for India — Cloud API, GST invoices, UPI checkout, opt-in tracking, and a Free Forever plan.
Start Free Today