What is marketing attribution?

So, what is marketing attribution? To put it simply, it’s something that all marketers do every day. When you’re analyzing the performance of your marketing activities, you’re performing attribution. It’s the moment when you decide how much revenue goes to a certain channel, campaign, ad group, keyword, or product. 

Marketing attribution is when you analyze the performance of various marketing activities in order to give credit. It’s something that you do on a daily basis. You attribute revenue to various channels, sources, campaigns, ad groups, or keywords when you are analyzing the performance of your marketing activities.

Bing only measures conversions on post-click. This means that all conversions that happen after clicking on a Bing ad will be attributed to Bing Ads. So what drives the Bing attribution model? The post-click model does not provide insight about the reason why the customer converted, but it provides bottom-funnel validation about certain things like keywords or audience. However, if marketers want to truly understand if Bing Ads are driving sales, they need better marketing intelligence. What can marketers do?  Bing Ads only uses post-click attribution, which means all conversions that happen after clicking on a Bing search ad will be attributed to the campaign. However, this model can’t provide insight into the customer’s reason for purchase or how they arrived at clicking on the ad. What are marketers to do?

The most important question in digital marketing is: what is marketing attribution? Simply put, attribution is a process where you attribute a certain amount of revenue to a channel, source, campaign, ad group or keyword. Attribution can be analyzed by reviewing your data and giving credit to the touchpoints in a customer journey. This analysis should result in actionable insights, which will help you spend your marketing budget as efficiently as possible.