# What is Attribution?

What is Attribution? Identifying which marketing channel 'deserves credit' for a conversion. Models: First-Touch, Last-Touch, Linear, Time-Decay, Data-Driven.

## How it works in practice

Attribution is the trickiest problem in marketing. A customer saw a Facebook ad → searched Google → read a blog post → bought directly. Every platform claims credit. Reality: there's no perfect attribution.

## Related metrics

- ROAS — full attribution requires accurate ROAS
- MER – Marketing Efficiency Ratio — a solution to the attribution problem
- First/Last Touch — the simplest models
- Data-Driven — the most accurate model, requires volume

## Common misconception

'GA4 gives accurate attribution.' Since iOS 14, cookie-based attribution isn't reliable. 20-40% of conversions aren't attributed correctly. Solution: MER (total revenue / total marketing spend).

## How to fix it

Attribution numbers don't add up? (1) Compare GA4 vs. Meta vs. Google — the numbers will differ, (2) rely on MER as 'ground truth,' (3) use UTMs for every campaign, (4) consider Northbeam/Triple Whale.

## Real-world example

A fashion store: Meta reports a 4.2 ROAS, GA4 reports 40% lower. MER: $90K / $19K = 4.7. High MER → keep going. The attribution debate becomes irrelevant.

## Where to start

Don't waste hours on attribution in the first 3 months. Calculate MER monthly. Above $15K in monthly spend, invest in an attribution tool.

---

Category: Analytics · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/attribution