As marketers, if we could, we’d track every single movement and action across the customer journey until purchase so we can calculate the ROI of our efforts (does that sound creepy? #marketing).
Since that’s pretty much impossible, we do our best to measure ROI by using attribution models. This allows us to determine how events (and the various activities, actions, and touchpoints associated with events) impacted a goal, such as driving opportunities and revenue.
While there are a lot of different attribution models you can use, it’s more important to figure out which attribution model works best for your event program, your event goals, and your marketing team’s overall approach to attribution.