Attribution is all about understanding which channels, campaigns, and ads drive conversions and revenue. For e-commerce brands in 2023, accurate attribution is especially important, as it allows for an optimized budget that results in increased ROI. In this blog post, we'll explore the world of attribution for e-commerce marketing in 2023, including the key concepts, tools, and strategies you need to know.

Whether you're new to attribution or looking to take your e-commerce brand to the next level, our team of experts at Emotive has pitched in to give you the knowledge you need to succeed.

Attribution refers to the process of identifying which marketing touchpoints contributed to a sale or conversion. There are several types of attribution models, including first-touch, last-touch, and multi-touch. First-touch attribution gives credit to the first touchpoint a customer encounters on their journey, while last-touch attribution gives credit to the last touchpoint before the conversion. Multi-touch attribution is more complex, as it aims to assign credit to all touchpoints a customer encounters on their journey.

To conduct attribution for digital marketing, e-commerce businesses need to rely on attribution tools. These tools include marketing attribution platforms, analytics platforms, and ad attribution for e-commerce software. Historically, some of the top marketing attribution companies have been sufficient to get a brand started on a good path for growth marketing, but they eventually become difficult to work with. Emotive’s all-in-one attribution dashboard is easy to use, more accurate, and can be customized to create key KPIs for your brand.

Another key factor to consider when it comes to attribution for e-commerce marketing is pixel attribution. A pixel is a small piece of code that tracks customer interactions on your website. Pixel attribution tools use this data to assign credit to specific marketing channels or campaigns. By combining pixel attribution with multi-touch attribution, e-commerce businesses can gain a more holistic understanding of their marketing performance.

Performance attribution tools are another important piece of the data puzzle. These tools enable e-commerce businesses to measure the effectiveness of their marketing campaigns by tracking metrics such as click-through rates, conversion rates, and revenue. By using performance attribution tools in combination with other attribution tools, e-commerce businesses can optimize their marketing budgets and improve their ROI.

Emotive Attribution combines all of these tools with a holistic marketing approach led by industry experts. Our multi-channel marketing platform includes a refined attribution dashboard that will allow you and your team to fully optimize your spending for long-term success.


In conclusion, attribution for e-commerce marketing is more important than ever in 2023. To succeed in e-commerce, businesses need to understand which touchpoints drive conversions and revenue, and invest in the right attribution tools and strategies.

By using Emotive’s multi-touch attribution, pixel attribution tools, performance attribution tools, and e-commerce dashboard, your brand can gain a deeper understanding of present performance that drives future results.