# Marketing Attribution
**Source:** https://glossary.keenfunnel.com/terms/marketing-attribution
**Language:** German

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## Technische Erklärung

Attribution models use rules or data-driven algorithms to distribute credit among observed interactions. Implementations depend on identity, channel definitions, event collection, lookback windows and model settings, and differ from causal incrementality measurement.

## Geschäftliche Relevanz

Attribution provides a consistent reporting view of how measured touchpoints contribute to outcomes and can inform channel analysis, journey design and budget discussions.

## Implementierungsbeispiel

An analytics team compares data-driven and paid-and-organic last-click views, documents the lookback window and reconciles channel credit with finance totals before decisions are made.

## Einschränkungen und häufige Missverständnisse

Attribution observes incomplete paths and cannot by itself prove that a touchpoint caused the outcome. Consent loss, cross-device identity, offline activity and model changes limit comparability.

## Themen

Performance-Advertising Revenue Operations Data Engineering

## Quellen

Google Analytics Help — Get started with attribution — Google Analytics Help — How to attribute credit for key events — https://support.google.com/analytics/answer/12958241?hl=en

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