Analytics & Attribution
Attribution
Quick definition
The model used to assign credit for a conversion across the marketing touchpoints that influenced it.
What it actually means
Common models: last-click (credit to final touch — overstates branded and direct), first-click (credit to first touch — overstates discovery channels), linear (equal split), time-decay (recent touches weighted heavier), data-driven (algorithmic). Each model tells a different story about which channel "works." Sophisticated DTC operators run multi-touch attribution alongside incrementality tests (geo holdouts, conversion lift studies) because every model has bias. Platform-reported attribution (Meta, Google) is the least reliable because each platform is incentivized to over-credit itself.
Related terms
MER (Marketing Efficiency Ratio)
Total revenue divided by total marketing spend across all channels. The cleanest profitability proxy at the business level.
CAPI (Meta Conversions API)
Server-side event tracking from your store to Meta, replacing browser pixel events lost to iOS privacy changes and ad blockers.
Incrementality
The revenue that would not have happened without a specific marketing channel running. The cleanest measure of true channel value.