December 13th, 2012 | 2 MIN READ

Making Sense of Marketing Attribution [Infographic]

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

I was recently asked what website optimization efforts I believe businesses should focus their skills and resources on to improve conversion and the bottom line in 2013.

Aside from beginning or expanding a testing program, my opinion is businesses should aim to wrap their head around marketing attribution beyond last-click. While testing is a great way to identify on-page elements help and don't help conversion, improving analysis on the effectiveness of your traffic-driving tactics in order to justify and prioritize investment is also key, perhaps moreso, as your marketing spend can easily be more costly than in-house testing programs.

This week's infographic feature Making Sense of Marketing Attribution outlines its benefits and challenges, along with tips for mastering marketing attribution.

Click to enlarge this infographic


  • Only 54% of businesses carry out any form of attribution, of whom 28% only use last click Tweet this
  • 70% of marketers believe marketing attribution helps them justify marketing spend, 68% optimizing the customer journey Tweet this
  • 89% of marketers that use marketing attribution say it has a positive impact on their business, 29% a “major” impact Tweet this
  • Aside from first-click, 44% of marketers that use marketing attribution use first click model Tweet this
  • 58% of marketers believe there’s no such thing as perfect attribution. 17% believe there is. Tweet this
  • 38% of marketers carry out manual attribution Tweet this
  • 60% of marketers cite disparate tech and data sources as the biggest barrier to using marketing attribution Tweet this
  • 28% of marketers blame internal politics for why they haven’t adopted marketing attribution Tweet this
  • Only 35% of companies incorporate offline touchpoints into their marketing attribution models Tweet this

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