HeyLang

Attribution

Figuring out which marketing touch actually earned the sale — so you know what to keep funding.

Attribution is the practice of assigning credit for a sale or lead to the marketing touchpoints that led to it. When a customer sees a social post, later Googles you, then books a week after, which effort gets the credit?

Getting this right is what lets you fund what works and cut what doesn't — instead of guessing.

Common models

  • Last-click — all credit to the final touch. Simple, but ignores everything that warmed the customer up.
  • First-click — all credit to the first touch.
  • Multi-touch — credit spread across the journey. More honest, harder to measure.

Attribution is why owners so often undervalue SEO and content: their influence is spread across the whole journey and rarely gets the last click, even when they started it. Clean attribution keeps your ROAS math from lying to you.

Related:ROAS (Return on Ad Spend)Conversion Rate

Want to never think about this again?

HeyLang handles attribution — and the rest of your marketing — without ever bringing it up. This very definition was written by it.

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Other glossary terms

Every marketing term a business owner runs into — search, filter, and browse.

AI Marketing Department
A coordinated team of AI agents that runs your marketing end to end — strategy, content, local, social, reporting.
Backlink
A link from another website to yours — one of Google's strongest votes of trust.
Citation
Any online mention of your business's name, address, and phone — the currency of local trust.
Content Marketing
Earning customers by publishing genuinely useful content instead of renting attention with ads.
Conversion Rate
The percentage of visitors who do what you want — buy, book, or call. The number marketing lives or dies on.
Core Web Vitals
Google's three speed-and-stability scores for how a page feels to load. Slow pages rank worse.
Domain Authority
A 0–100 score estimating how likely a whole website is to rank. Higher is harder to beat.
Editorial Calendar
The schedule of what content gets published, when, and by whom — the antidote to sporadic posting.
Engagement Rate
The share of people who liked, commented, or shared your post — the real health metric for social.
Featured Snippet
The boxed answer Google pulls to the very top of results — "position zero."
GEO (Generative Engine Optimization)
Getting your business cited inside AI answers — ChatGPT, Gemini, Perplexity — not just Google's blue links.
Google Business Profile
Your free Google listing — the map pin, hours, photos, and reviews that decide if locals find you.
Keyword Research
Finding the exact phrases your customers type into Google — and how hard each is to win.
Large Language Model (LLM)
The AI trained on vast text that powers ChatGPT, Claude, and Gemini — and, increasingly, marketing itself.
Local Pack
The map plus three business listings Google shows at the top of local searches. The prime real estate.
Local Proximity
How close a searcher is to your business — a ranking factor you can't control but can work around.
Long-Tail Keyword
A longer, more specific search phrase — lower volume, but far easier to rank and readier to buy.
Meta Description
The gray summary line under your Google result. It doesn't rank you — it earns the click.
NAP (Name, Address, Phone)
Your business name, address, and phone — kept identical everywhere online so Google trusts your location.
Pillar Page
A big, authoritative page on a core topic that links out to — and is supported by — related articles.
Programmatic SEO
Generating hundreds of targeted pages from a template and data to capture long-tail demand at scale.
Prompt Engineering
The craft of instructing an AI precisely enough to get useful, on-brand output instead of generic filler.
ROAS (Return on Ad Spend)
Revenue earned for every dollar spent on ads. The scoreboard for whether paid marketing is working.
Search Intent
The real reason behind a search — to learn, to compare, or to buy. Match it or you won't rank.
SEO (Search Engine Optimization)
The practice of getting your business found on Google without paying for each click.
Social Proof
Evidence that other people trust you — reviews, followers, testimonials — that makes new buyers say yes.
Technical SEO
The plumbing — speed, crawlability, mobile, structured data — that lets Google read and trust your site.
Title Tag
The clickable headline of your page in Google results — and one of the strongest on-page ranking signals.
Filter