Glossary
Biased attribution
An attribution outcome that is skewed or inaccurate because the measuring party has a financial incentive to claim credit for conversions.
More in attribution and measurement
Deciding which touchpoint earned the outcome, and proving it.
- AdAttributionKit
- Adjust
- Attribution modeling
- Attribution window
- Coarse conversion value
- Conversion tracking
- Conversion value
- Cross-device tracking
- Fractional attribution
- Incrementality
- Lifecycle tracking
- Marketing mix modeling
- Media mix modeling (MMM)
- Mobile measurement partner (MMP)
- Multi-touch attribution
- Postback
- Reattribution
- Reattribution window
- Self attributing network
- SKAdNetwork (SKAN)
- Temporary attribution
- Tracker
- Tracking parameter
- Urchin tracking module (UTM)
- View-through attribution (VTA)