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GlossaryUpdated 20 September 2026 · also: revenue attribution, marketing attribution, which ad brought them

Attribution

Definition

Attribution is working out which ad, campaign or channel a customer came from, and crediting the revenue to it. It is only as good as the trail: a click ID on the landing URL, a referral on the first WhatsApp message, a code in a Google ad, and a record that keeps them all on one person.

On this page
  1. The trail
  2. Stored or computed

The trail

  • A Meta ad's click arrives on the WhatsApp message as a referral naming the ad.
  • A Google ad's click arrives as a gclid on the site, or as a short code pre-filled into WhatsApp.
  • An email campaign's reply carries the campaign in its thread.
  • A form on the site posts the landing URL's parameters with the enquiry.

Stored or computed

A good system stores the touchpoints and computes attribution when asked, so a change of model (first touch, last touch, position-based) does not need the data re-entered. Storing 'attributed campaign' on a lead freezes one answer forever.

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