What is Attribution?

Short answer

Attribution is the rule that decides which ad or channel gets credit for an order. Different platforms use different windows, which is why Meta ROAS and Google ROAS can both look great while MER does not.

Worked example

A customer clicks a Google ad on Monday and a Meta ad on Wednesday, then buys on Thursday. Both platforms may claim the order. MER does not care who claimed it.

This term sits in the D2C analytics hub. Use the related pages below for the full playbook.

Frequently asked questions

What does Attribution mean for a D2C brand?

Where should I track Attribution?

Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.

Related terms and guides

GlossaryMERMER is total revenue divided by total ad spend across every paid channel. It is the blended check on whether platform-reported ROAS is real.GlossaryROASROAS is revenue attributed to a channel or campaign divided by that channel's spend. Platform ROAS often double-counts the same order across Meta and Google.GlossaryBlended ROASBlended ROAS is another name teams use for MER: all revenue over all paid spend. Use it when you want one number that does not depend on a platform's attribution window.GuideMER vs ROAS: Which Metric Should D2C Brands Use?MER vs ROAS explained for D2C brands: formulas, examples in rupees, why platform ROAS overlaps, and how to use both to decide ad budgets.ToolROAS, MER and CAC calculatorEnter channel spend, revenue and new customers to see platform ROAS, blended MER and CAC. Use it when Meta and Google both claim the same orders.

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