In Google Analytics, what is "attribution"?

Attribution in Google Analytics refers to the process of determining which channels or touchpoints contributed to conversions or specific user actions. This involves analyzing how various marketing channels, such as social media, email campaigns, paid ads, and organic search, influence a user's journey leading up to a conversion. By understanding which channels are most effective, marketers can optimize their strategies, allocate resources more effectively, and make informed decisions about where to invest in future marketing efforts.

This concept is crucial for assessing the performance of an overall marketing strategy, as it enables businesses to identify not just the last interaction before a conversion, but also to see the paths users take that lead to those conversions over time. This multi-channel approach provides a more comprehensive view of customer behavior and the effectiveness of various channels.

The other options address different aspects of Google Analytics but do not capture the essence of attribution. Filtering by demographics is related to analyzing segments of data, tracking user interactions with ads pertains to engagement metrics, and calculating traffic sources focuses on identifying where traffic is coming from rather than how those sources contribute to conversions.