Marketing attribution data

Marketing attribution data links marketing touchpoints to outcomes such as sign-ups, sales or store visits, so teams can see which channels and campaigns drive results. Marketers, analytics teams, agencies and finance use it to allocate budgets and show return on spend.

Typical fields

• Campaign, channel, publisher and creative identifiers
• Touchpoint timestamps and types: impression, click or visit
• Conversion events and values
• Attribution model output: credited conversions by channel
• Incrementality or lift estimates from experiments
• Spend, cost per acquisition and return on ad spend
• Aggregated audience segments

Sources and collection

Attribution data is built from ad server and platform logs, web and app analytics, CRM and sales records and, for offline outcomes, matched panels of store visits or purchases. Privacy changes have reduced user-level tracking, so many products now rely on aggregated reporting, data clean rooms, marketing mix modeling and controlled experiments.

Delivery and pricing

Delivered through dashboards, APIs, cloud data shares or clean-room environments. Pricing often depends on media spend under measurement, number of channels and data connectors, and whether modeling services are included.

Before you buy

• Ask which approach is used: rules-based, algorithmic, mix modeling or experiments.
• Check how consent and opt-outs are honoured, and whether user-level data is involved.
• Confirm how offline conversions are matched and the resulting match rate.
• Ask how results are validated against holdout tests.
• Check data residency and clean-room options if you share first-party data.