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Attribution

Deciding which marketing effort deserves credit for a sale when the customer saw several before buying.

Example

If someone saw an Instagram ad, then searched Google, then bought — attribution decides which one gets the credit.

Related terms

ROAS
How much revenue each rupee of advertising brings back. A ROAS of 4 means ₹4 earned for every ₹1 spent.
CAC
The average amount you spend to win one new paying customer — all your marketing and sales costs divided by how many customers that money brought in.
Funnel
The step-by-step journey people take from first hearing about you to becoming a customer. It narrows at each step, like a funnel.

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