Which of the following are characteristics of attribution?

Attribution involves analyzing and understanding the various interactions a customer has with different marketing touchpoints before making a purchase or taking a desired action. This includes identifying the specific channels, keywords, and touchpoints that contribute to a customer's journey. By determining these elements, marketers can better assess the effectiveness of their advertising and promotional efforts, ultimately allowing for more informed decisions on where to allocate resources and optimize strategies.

In contrast, focusing solely on conversion rates ignores the critical steps that lead to conversions and limits the understanding of the entire customer journey. Additionally, attribution should consider customer behavior rather than operate independently from it; this behavior shapes how customers interact with marketing efforts. Limiting the scope to only last-click interactions is also problematic, as it fails to capture the full range of engagement customers might have had prior to the final decision point, thereby providing a skewed view of effectiveness. Hence, identifying touchpoints and keywords that influence customer action is essential to a comprehensive attribution strategy.