Industry WIKI

In marketing, attribution, also known as multi-touch attribution (MTA), is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in

Cost per lead (CPL) is an online advertising pricing model in which advertisers pay for a defined lead, typically the contact information of a consumer who has expressed interest in the advertiser's product or service.

In marketing, a touchpoint describes any instance where a consumer interacts with an organisation's brand or image. This can include traditional advertising or company-owned resources such as a website, public exposure, and personal recommendations.