Marketing attribution is to quantify the influence each advertising impression has on a consumer’s decision to make a purchase decision, or convert. Visibility into what influences the audience, when and to what extent, allows marketers to optimize media spend for conversions and compare the value of different marketing channels, including paid and organic search, email, affiliate marketing, display ads, social media and more. Understanding the entire conversion path across the whole marketing mix diminishes the accuracy challenge of analyzing data from siloed channels. Typically, attribution data is used by marketers to plan future ad campaigns and inform the performance of previous campaigns by analyzing which media placements were the most cost-effective and influential as determined by metrics such as return on ad spend or cost per lead.

Take a glance at the most important metrics in marketing attribution by B2B marketers, 2019:

• Cost of conversion is ranked as the most important metric that matters in marketing attribution with a rate of 56%.
• Amount of time to convert is ranked as the second metric that matters in marketing attribution with a rate of 53%.
• Channel comes at next as an important metric in marketing attribution by surveyed B2B marketers at a rate of 34%.

A Graph Shows The Most Important Metrics in Marketing Attributions, 2019.