What is Attribution? Marketing attribution explained

Attribution is how credit for a conversion is assigned to the ads and channels a customer interacted with before buying.

Example

A customer who clicks a TikTok ad, later searches your brand on Google, and buys might be credited to either — or split between both.

Why does Attribution matter for e-commerce?

Each platform tends to credit itself, so platform-reported sales often add up to more than your store's real revenue. Compare against store data and MER.

How does Posta use Attribution?

Posta's agents use Attribution when reviewing your accounts and recommending changes. See the AI marketing analytics page for how it fits into your workflow.