In more detail
Attribution connects an outcome back to the marketing that caused it, so you know what to keep doing. The hard part on social media is that people rarely buy the first time they see you. Someone might find you on Instagram, click a link in your bio a week later, then buy after seeing a retargeting ad, which makes it tricky to credit any single touchpoint. Different attribution models split the credit differently: last-click gives all of it to the final action before conversion, first-click credits the post that started it, and multi-touch spreads it across every step. None of them are perfect, so the model you pick changes which content looks like your winner.
Example
Say someone sees your TikTok video, follows you, then clicks a link in your newsletter two weeks later and buys. Last-click attribution credits the newsletter, first-click credits the TikTok, and multi-touch gives each a share. The sale is the same, but the story about what worked changes depending on the model.
FAQ
