Attribution helps users answer the hardest question in marketing: which efforts actually caused conversions and revenue. It covers interpretation models like first-touch, last-touch, linear, and time-decay, along with measurement paradigms such as MTA, MMM, and incrementality. It also explains self-reported attribution and how to reconcile conflicting numbers across ad platforms, GA, and CRM systems. Reach for it when you need to choose an attribution model, analyze multi-touch journeys, or untangle conflicting marketing dashboards.