The process of assigning credit for a conversion, visit, or action to a specific marketing touchpoint, campaign, or data signal.
In a purely digital funnel this is straightforward (click → landing page → purchase), but attributing a physical visit to an ad exposure requires comparing an exposed group against a matched control group who saw no ad, then measuring the visit-rate difference between them which is what foot-traffic attribution and visitation lift are built to do.
Further reading: How offline attribution works · Attribution for DOOH campaigns
