Gartner Research

How to Make Attribution Impactful for Marketing

Published: 01 April 2019

ID: G00381393

Analyst(s): James Meyers


Many marketing leaders have invested in attribution, but admit challenges in gaining maximum value from it. Set clear expectations on attribution use cases, avoid pitfalls in its deployment and get the most value from your investment.

Table Of Contents
  • Key Challenges



  • Set Clear Expectations on What Attribution Can (and Cannot) Do for You
  • Deploy Your Attribution Initiative Carefully
  • Don’t Stop Improving: View Attribution as a Continual Journey

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