Attribution modeling is a business methodology for understanding how different marketing and sales touchpoints contribute to customer conversions. It goes beyond simple lead source tracking by analyzing the complex interplay of interactions across multiple channels, such as website visits, email campaigns, social media engagement and sales calls.

By leveraging data analytics and advanced algorithms, attribution models provide insights into the true value of each touchpoint in the customer journey, enabling businesses to optimize marketing spend, refine sales strategies and improve overall return on investment.