For as long as businesses and marketers have spent money on marketing, attribution has been critical. Attribution refers to the ability to measure and attribute leads, customers, and revenue to specific marketing campaigns, tactics, and keywords. It allows you to know what marketing deserves the credit for each new customer that comes in. Having attribution data empowers confident decision-making: if you run two campaigns and one generates leads and the other does not, you will confidently stop investing in the low-performing campaign and increase investment in the high-performing one. Without attribution, marketers wouldn't know what's working - and what isn't.