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Attribution
Attribution is how a conversion gets credit-assigned across the marketing touches that contributed. Common models: last-click (the dominant default), first-click, linear, time-decay, and data-driven. Each lies differently — modern measurement combines platform-reported data with incrementality testing or MMM to triangulate.
Related terms
Other analytics terms.
MMM
Statistical method that estimates the incremental contribution of each marketing channel using aggregated data.
Incrementality
The portion of conversions that would not have occurred without the marketing intervention.
Bounce Rate
Share of sessions that view only one page before leaving the site.
GA4
Google's current analytics platform — event-based, cross-platform, with privacy-first defaults.
UTM Parameters
URL query parameters that pass campaign source, medium, and campaign name to analytics platforms.
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