What is an attribution model?


  • The rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths
  • A code that gets generated and stored on a website visitor’s computer when they visit your site
  • An online advertising method in which marketers place ads on search engine results pages (SERPs)
  • The use of artificial and machine learning to buy ads in real-time, instead of going through human negotiations and pre-set prices


  • A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
  • A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.
  • A set of statistical rules that helps you define the credit assigned to each interaction a visitor takes along their buyer’s journey at your organization.
  • A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.


  • A mathematical equation unique to the HubSpot report builder
  • The set of rules that determines how credit for revenue and conversions are assigned to touchpoints in conversion paths
  • The reportable metadata about a specific touchpoint in an attribution report
  • The graphical representation of conversion and revenue data

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