Understanding Attribution in Marketing
Attribution in marketing is all about the many paths that someone can take before they make a purchase from your brand. It's rarely as simple as someone clicking on one of your Facebook ads and making a purchase two minutes later. Instead, it can be a multi-day or multi-week process from the point when they first interact with some of your brand's material to when they make a purchase.
For a whole lot more on attribution in marketing, head over here.