Vad är Attribution?

Attribution is the set of rules for assigning credit when a customer interacts with several sources before converting. Someone might find you through search, return via a newsletter, and finally convert after clicking an ad. Attribution decides which of those touches "gets" the conversion in your reports.

The common models: last-touch gives all credit to the final source (the default in most tools), first-touch credits whatever introduced the customer, and multi-touch models split credit across the path. None is objectively correct; they answer different questions. First-touch flatters discovery channels like content, last-touch flatters closing channels like branded search and retargeting. The practical trap is comparing numbers built on different models, which is how an ad platform and your analytics both claim the same conversion.

Privacy changes have made cross-session attribution harder everywhere, since recognizing the same anonymous person across weeks requires the persistent identifiers that consent rules restrict. Within a session, source-to-conversion measurement still works fine without them, which is the trade the cookieless analytics guide walks through.