# Marketing attribution

Interpret channel reports using models that allocate credit among touchpoints on a conversion path.

 Method · Marketing


## Core concepts
  Touchpoints: observable interactions with ads or channels
 Attribution model: a rule or estimation method for allocating credit
 Measurement boundary: collection scope and conversion definitions
 

## Application
 When channels report differently on the same conversion, check the model, time window and collection conditions together.


## Limitations and jurisdiction
 Attribution allocates observed conversions. It does not directly demonstrate incremental effects compared with not advertising.


## Editorial perspectives
  Operating reports: compare trends under the same model.
 Causal checks: evaluate budget changes with separate evidence such as controlled experiments.
 

## Sources
 Google Analytics Help · Official product attribution guidance
[Get started with attribution](https://support.google.com/analytics/answer/10596866) Context: Google Analytics measurement context
 Source checked: 2026-10-07
 Independent editorial summary and source link; the original text is not republished.


## Related personas
  [Performance marketer](https://personawiki.app/en/personas/performance-marketer)

## Translation status
 Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.
 Translation prepared: 2026-10-08 · Source fingerprint: kb-c8f8caf1fb24d1fd
[Korean source](https://personawiki.app/knowledge/attribution)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/attribution?lang=en)