A customer may first see an ad, later come back via Google and then call. The attribution model decides which channel gets the credit.
What it means in practice
Attribution is how credit for a conversion is assigned to different marketing channels. A customer may first see a Facebook ad, then find you on Google and finally call after visiting your Google profile – the attribution model decides which channel “gets” that customer.
Why it matters for your business
The chosen model determines which activities you consider effective and where you move budget. Looking only at the last click often undervalues ads and awareness-building content.
Examples and good practice
- GA4 uses a data-driven model by default.
- Compare conversion paths, not just the last channel.
- Use UTMs so channels are recognised correctly.
- Ask customers how they heard about you.
How Novi handles it
The Lead and ROI dashboard on Novi websites combines data from different channels and shows where your customers really come from.
