In the measurement of media effectiveness, the process by which credit for specific outcomes (e.g., leads, visits, sales) is assigned to different marketing elements. “Attribution analysis” typically involves analyzing how different media channels contributed to a given outcome, but might also involve analysis of different target groups, messages or other marketing elements. Marketers frequently distinguish between “last-touch attribution” (where credit for a given outcome is assigned to the final touchpoint experienced by a consumer) and “fractional attribution” (where credit for the outcome may be divided across multiple touchpoints).
