A week later, they see a Facebook ad for a webinar you plan to host and click on the ad. When it's the day of the webinar, they attend. Webinar attendance is then attributed 100% to that conversion. Last contact attribution is the default attribution model on many platforms. This type of attribution model allows you to see the most recent activity that led to a conversion. Attribution is data that puts you in the minds of your prospects and customers. It helps you make marketing decisions that industry leads align with your sales efforts and drive more conversions. Data-driven decisions are a big part of what makes your marketing efforts effective – without it, you're left guessing. Some of the primary goals of data-driven marketing for marketers include attributing sales revenue to marketing. picture pc5ncse2020 05 11at9.26.01am33% of respondents say attributing revenue to marketing is a top priority. (Infographic source: Invespcro) How a Conversion Attribution Report Helps You Improve Your Marketing A conversion attribution report shows you the touchpoints a customer encounters on their journey to conversion. This can include specific marketing channels, sales channels, and touchpoints on your website. As a marketer, you want to measure the effectiveness of your various touchpoints. You need a comprehensive view of the touchpoints (by platform, source, or medium) leading to a customer's conversion, to better identify the most successful customer journey journeys.