What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?
- Channel Groupings
- Multi-Channel Funnels
- Conversion tracking
- Attribution modeling
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.
Read more here: https://support.google.com/analytics/answer/1662518