Marketing attribution is the process of identifying which marketing efforts contribute to conversions or revenue. It’s difficult because modern buyer journeys are non-linear, involving multiple touch points across channels. Instead of seeking perfect accuracy, businesses should use attribution to identify patterns, understand contribution, and make more informed marketing decisions over time. This Field Guide tells you how.

What marketing metrics should businesses track? The most valuable marketing metrics are those that inform business decisions, not just describe activity. Instead of focusing on decorative metrics like impressions or clicks, companies should track decision-ready metrics tied to business goals. These metrics help leadership understand what marketing is driving growth and what actions to take next.