Which statement describes rules-based attribution?

• A. apply static logic to assign a value to each touchpoint in a conversion path.
• B. Data-driven attribution
• C. Brand Lift
• D. Conv. Value/Cost

Answer: (A)

Rules-based attribution uses fixed, predefined rules to allocate credit among touchpoints in a customer's conversion path. The statement describes applying static logic to assign a value to each touchpoint, which is exactly how rules-based attribution works. You choose a rule (such as last-click, first-click, linear, or time-decay) and apply it consistently to every conversion, so every touchpoint gets a specific amount of credit according to that rule. This approach is deterministic and transparent, because the credit assignment follows the given rule each time, without relying on patterns learned from data.

Data-driven attribution, on the other hand, uses historical data and modeling to estimate each touchpoint’s contribution, which can vary with data volume and patterns. Brand Lift measures changes in brand perception or awareness as a result of advertising, not how credit for individual conversions is allocated. Conversion Value/Cost focuses on the economic value of conversions relative to cost, not the attribution method itself.