Attribution
The system that decides which marketing channel gets credit when a customer takes weeks to finally buy.
Definition
Attribution is the answer to the question, "which ad actually made this sale happen?" In real life, customers see your Instagram Reel, then a Google search ad three days later, then a Yelp review, then finally call you. Each one nudged the sale. Attribution models (first-click, last-click, data-driven) decide how to split credit between those touches so you can budget honestly. Last-click attribution is the default but it lies, giving all credit to the final step and starving the earlier ads that actually started the journey. Data-driven attribution in GA4 is closer to truth. We help clients pick the right model — see pricing.
Why it matters in Miami
Miami buyers, especially in real estate and high-ticket cosmetics, often touch a brand six or seven times across Spanish and English channels before converting. Bad attribution kills budgets for the Spanish-language top-of-funnel ads that actually start most of those journeys.
Example
A Brickell realtor thought Instagram was a waste because last-click credited Google, until data-driven attribution revealed Instagram started 65% of her closed deals.
Related terms
Need help with this in your business?
30 min free. Custom quote in 24 business hours.
Book free call See full glossary