Attribution & Assisted Conversions (Simplified)
Understanding Influence Beyond the Final Click
Attribution determines how we assign credit for a conversion.
But more importantly —
attribution determines how we allocate budget.
If attribution logic is flawed, budget allocation becomes distorted.
This section is not about technical attribution models.
It is about understanding influence inside the marketing funnel.
The Reality of Modern User Journeys
Users rarely convert after a single interaction.
A simplified path might look like this:
- User sees a Display prospecting ad.
- Later searches for a generic keyword.
- Clicks a retargeting banner.
- Finally converts via branded search.
Which campaign deserves credit?
The final click is only the visible part of the journey.
The influence started much earlier.
When we evaluate only the last interaction, we reward closure —
but ignore creation of intent.