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Digital Marketing
Attribution is how credit for a sale or lead is shared between the marketing touchpoints a customer saw before converting.
A customer might see an Instagram ad, search on Google a week later, and finally return through an email. An attribution model decides how much credit each of those gets.
Last-click gives everything to the final touch. Google Analytics 4 uses data-driven attribution by default, which estimates each channel's contribution from your own data.
Example
Under last-click, a sale is credited to a branded Google search. Data-driven attribution also credits the YouTube ad that first introduced the brand.
Why it matters
The attribution model changes which channels look profitable, and so where budget goes. Cutting an awareness channel because last-click undervalues it can quietly shrink future sales.
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Digital Marketing
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