Reference / Glossary / Measurement
Attribution
The set of rules that assigns credit for a conversion to the ads, clicks, and impressions that preceded it. Every attribution model is an assumption, not a measurement; the model chosen changes reported channel performance without changing what actually happened. Common models include Last-Click Attribution, Data-Driven Attribution, and multi-touch rules. Incrementality testing is the only approach that measures causation.
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Cite this entry:
Agency Echelon. "Attribution." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/attribution/