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Marketing attribution helps businesses determine which channels and messages have the greatest impact on decision-making, and implementing best practices for marketing attribution gives marketers a clear picture of which efforts deliver return on investment (ROI).

The first step to successful marketing attribution is understanding the importance of its role. The second step is determining the appropriate model for your business through an understanding of the pros, cons, and use cases for each.

Before kicking off your marketing strategy, identify and address the top marketing attribution challenges. By doing so, you gain insight into how your marketing tactics are contributing to conversions.