Lead Attribution
The process of identifying which marketing channels, content, and touchpoints contributed to a customer becoming a lead - connecting marketing spend to revenue.
LA
What Is Lead Attribution?
Lead attribution answers the question "which marketing effort generated this lead?" In automotive, attribution is complex because the buying journey spans 8-12 weeks and involves multiple touchpoints - a buyer might discover your dealership through a Google search, return via a retargeting ad, read a blog post, and then call from a GBP listing. Attribution models include first-touch (credits the first interaction), last-touch (credits the final interaction), and multi-touch (distributes credit across all touchpoints). For content marketing, multi-touch attribution is essential because content often serves as an early touchpoint that influences - but doesn't directly capture - the eventual lead. Content-assisted conversions reveal SEO's true impact.
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