Marketing Attribution Glossary
Clear, specific definitions for the terms that matter in modern B2B attribution: from warehouse-native analytics to predictive lead scoring. Written to be actually useful, not to pad a word count.
Marketing attribution is the practice of determining which channels, campaigns, and touchpoints drove a conversion or influenced revenue. As buyer journeys have grown longer and more fragmented across devices and channels, the tools and concepts used to measure them have grown with them. Terms that barely existed five years ago, such as warehouse-native analytics and reverse ETL, now sit at the center of how high-performing marketing teams are built.
This glossary covers the eight concepts that come up most often when teams move from single-touch attribution spreadsheets to a full, warehouse-native attribution platform. Each entry includes a precise definition, an explanation of why the concept matters, and a note on how AttriByte implements it. Click any term below to read the full entry.
If your team is evaluating attribution platforms or building a business case for investing in proper measurement infrastructure, the AttriByte product page shows how these concepts translate into a working platform. Pricing starts at $1,200 per month for up to 100,000 profiles.
Attribution Models
Multi-Touch Attribution
Distributes conversion credit across every marketing touchpoint in the buyer journey, rather than awarding it all to a single channel.
Read definition →Account-Based Attribution
Measures marketing influence at the account level, rolling up all contacts and touchpoints into one account-level journey.
Read definition →Full-Funnel Attribution
Tracks marketing and sales influence from the first anonymous visit through closed revenue, covering every stage of the funnel.
Read definition →Pipeline Attribution
Measures marketing contribution to pipeline created, as distinct from revenue attribution which measures closed revenue.
Read definition →Data Infrastructure
Warehouse-Native Analytics
An approach in which the analytics platform runs computations directly inside your existing cloud data warehouse rather than copying data to a vendor-controlled store.
Read definition →Reverse ETL
The process of moving transformed data from a data warehouse back into operational tools such as CRMs, ad platforms, and marketing automation systems.
Read definition →Ready to put these concepts to work?
AttriByte ships all eight: six attribution models, warehouse-native architecture, cookieless identity, reverse ETL, and predictive scoring. All in one platform.