Marketing attribution
Learn how marketing attribution works, compare attribution models, track customer touchpoints, and connect marketing to revenue.
Account-based attribution: track buying groups & signed deals
A B2B purchase rarely depends on one person’s decision. A marketing lead may discover a product, a technical evaluator may assess security, and a finance executive may approve the budget before someone else signs the agreement. The final signer is not necessarily the person marketing reached first. That is where account-based attribution becomes useful. Instead […]
Paid search attribution guide for PPC marketers
A single conversion. Three marketing channels. And somehow, each report tells a different story. Someone clicks your Google ad, returns through organic search, and converts after another paid search interaction. Which campaign actually deserves the credit? Paid search attribution helps you understand how PPC campaigns contribute to conversions throughout the customer journey, rather than judging […]
How to calculate incrementality with formulas and examples
To calculate incrementality, subtract the control group’s conversion rate from the treatment group’s rate. That gives absolute lift in percentage points. Divide the difference by the control rate for relative lift, or multiply it by the eligible treatment population to estimate additional conversions. For example, one campaign can show 200% relative lift while 66.7% of […]
iROAS in marketing explained with formulas and examples
iROAS, or incremental return on ad spend, estimates how much additional revenue advertising creates for each dollar of relevant spend. It uses a causal revenue estimate rather than the conversion value assigned by an attribution model. An ecommerce campaign can show 4.50x attributed ROAS while a controlled study estimates 2.33x iROAS. Both figures can be […]
Best attribution model for Google Ads in 2026
Choosing the right attribution model for Google Ads can change how you evaluate campaign performance and decide where to spend your budget. But which model should you actually use? Data-driven attribution is the best starting point for most Google Ads advertisers. It distributes conversion credit across eligible ad interactions based on your account’s data, rather […]
Incremental revenue: Formula, examples, and measurement
Incremental revenue is the additional revenue a business expects or generates from a decision compared with a defined baseline. The basic formula is revenue with the decision minus baseline revenue. For example, $60,000 in sales against a $50,000 baseline gives a $10,000 difference. That figure has a critical qualification: a before-and-after increase does not prove […]
Incrementality vs. attribution: When to use each
Attribution and incrementality answer different marketing questions. Attribution assigns conversion credit to recorded touchpoints. Incrementality estimates what additional outcomes occurred because a defined marketing activity ran. A retargeting campaign might receive credit for 400 purchases, while a randomized holdout estimates only 150 additional purchases. The numbers can both be defensible because they describe different things. […]
5 best enterprise multi-touch attribution tools in 2026 (Compared)
A big B2B deal almost never comes from one click. A buyer might read your blog, see a LinkedIn ad, and join a webinar. Then four more people from their team visit your pricing page. Sales gets on three calls. Six months later, the deal closes. So which of those steps earned the money? That’s […]
Incrementality in marketing: How to measure real lift
Incrementality in marketing measures the additional conversions, customers, or revenue caused by a campaign compared with what would have happened without it. A credible comparison, often a randomized treatment and control, estimates the outcomes that would have happened anyway. This is the difference between conversion credit and causal impact. A retargeting campaign might claim 500 […]
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