Measuring
Attribution
Working out which marketing effort gets credit for a lead or sale. Simple attribution credits the last click; fuller models share credit across the ad, the search and the referral that all played a part.
Why it matters for your business
Without attribution you cut the thing that was quietly working. Perfect attribution is impossible (people see your truck, then search your name), so aim for good enough: tag your links, use tracking phone numbers, and ask people how they heard about you.
In practice
A builder's CRM records that a customer first visited from a Google search, came back from a Business Profile link, and finally booked from a follow up email. Each step is visible in the record.
Related terms
Want this handled rather than explained?
Two minute intake. A real person reads every one and replies within a business day.