Marketing attribution is the practice of evaluating the marketing touchpoints a consumer encounters on their path to purchase. It involves identifying user actions across various marketing channels that contribute to goals or specific outcomes. The goal of attribution is to determine which channels and messages had the greatest impact on the decision to convert, or take the desired next step. Attribution models used by marketers today include multi-touch attribution, lift studies, time decay, and more. The insights provided by these models into how, where, and when a consumer interacts with brand messages allows marketing teams to alter and customize campaigns to meet the specific desires of individual consumers, thus improving marketing ROI. Marketing attribution can help your team figure out which channels and messages impact buyer decisions, focus your strategy and tactics on what drives ROI for your business, and make it easier to see the results of every decision you make so you can make the best decisions for your business.