In simple terms, attribution refers to the process of assigning credit or blame for a particular action or outcome. In the context of marketing, attribution refers to the process of assigning credit for a conversion (such as a sale or lead) to the various touchpoints that led up to the conversion.

For example, if a customer sees an ad on social media, clicks on a link, and then makes a purchase on a website, attribution would be used to assign credit for the conversion to the ad on social media, the link click, and the website visit.

Attribution is important because it helps businesses understand which marketing channels and tactics are most effective at driving conversions and improving the return on investment (ROI) of their marketing efforts. By analyzing attribution data, businesses can optimize their marketing strategy and allocate their budget more effectively.