You've optimized campaigns and improved performance metrics. But here's the ultimate question: how much revenue did your advertising actually generate?

Return on Investment (ROI) and attribution models help you connect ad spend directly to business outcomes and prove marketing value.

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What's the biggest challenge you face when proving advertising ROI to leadership?

Digital advertising ROI is simple: Revenue Generated ÷ Ad Spend. If you spent $1,000 and generated $3,000 in sales, your ROI is 3:1.

But the tricky part isn't the math—it's accurately tracking which sales came from which ads.

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Why might tracking "which sales came from which ads" be complicated?

Here's where attribution comes in. Attribution determines which touchpoints deserve credit for a conversion.

Did the customer convert because of the first ad they saw, the last one, or some combination? Attribution models help answer this question.

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If a customer saw 5 different ads before buying, which one should get credit?

The most common attribution models are:

First-click: First ad gets all credit
Last-click: Final ad gets all credit
Linear: Credit split equally across all ads

Each model tells a different story about your campaign effectiveness.

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Which attribution model splits credit equally across every ad a customer saw?

Last-click attribution often undervalues awareness campaigns since they rarely drive immediate conversions. First-click may overvalue awareness while ignoring conversion-driving touchpoints.

Linear attribution recognizes that customers typically need multiple exposures before purchasing.

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