What is Marketing attribution?
Marketing attribution is the method used to assign credit for an enquiry, site visit or booking to the marketing interactions that preceded it. In real estate, several channels may influence the same household. A documented attribution rule makes reports comparable, while acknowledging that observed tracking cannot capture every offline conversation.
Keep original source, latest interaction and declared buyer source as separate fields. Explain whether the report uses first-touch, last-touch or another model.
Reconcile campaign, CRM and channel partner records before judging acquisition costs. Consent gaps, shared devices and untracked calls can create missing or conflicting attribution.
Why it matters in Indian real estate
A family may discover a project on Instagram, search its name and then visit through a channel partner. Report the ownership rule openly rather than awarding three bookings.
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