Glossary · Analytics and measurement
Attribution model
A rule set for assigning credit for a conversion or outcome across marketing or customer touchpoints.
Also called: attribution models
Definition
An attribution model decides how recorded interactions share credit for an outcome. Different tools may use first-touch, last-touch, data-driven, or other rules, along with different identity, date, and channel definitions.
Why it matters
Channel and campaign conclusions can change materially when the attribution model, tracking gaps, or conversion definition changes.
Common misunderstanding
Attribution is an analytical model, not a complete reconstruction of why a person made a decision.
Related terms
Related system family: Measurement & Search Signals
Sources
- Google Analytics reports overview (opens in a new tab) · Google Analytics Help
- Google Analytics Data API overview (opens in a new tab) · Google for Developers
Last reviewed July 16, 2026