Attribution techniques are methods used to determine the contribution of different marketing channels to a conversion or sale. These techniques help businesses understand which efforts are most effective in driving customer actions, allowing for better allocation of resources. Common attribution models include first-click, last-click, and multi-touch attribution, each offering different insights into customer journeys. By analyzing data from various sources, such as web analytics and customer relationship management systems, marketers can assess the impact of their campaigns. This understanding enables them to optimize strategies, improve return on investment, and enhance overall marketing performance.