Measurement · Intermediate

Attribution

Attribution is deciding which marketing channels and touchpoints get credit for a conversion. Different models, such as last click or data-driven, split the same sale differently.

By Thryv StudioUpdated

Category
Measurement
Level
Intermediate
Common models
Last click, first click, data-driven
GA4 default
Data-driven
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What is attribution?

A buyer might find you through a Google search, come back through an AI assistant's link, and finally convert from an email. Attribution decides how much credit each touchpoint gets. Last-click gives it all to the email; data-driven models spread credit based on patterns in your data.

Why it matters for SEO and AEO

Search and AI discovery often start the journey. Last-click reporting can undervalue them, which leads to underinvestment in the channels that create demand.

Frequently asked questions

Can AI assistant influence be measured?

Partly. Referral clicks are measurable; answers that shaped a decision without a click aren't. Tracking brand searches and asking customers "how did you hear about us?" fills the gap.

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