Why does Facebook say that your campaign raised $2,000, but your donation platform or customer relationship management (CRM) system only shows $1,000 associated with that specific appeal code? It’s a question executive directors, board members, and auditors ask constantly. The short answer: Both numbers are right. That’s the attribution problem. What Is Attribution? Digital media attribution is the process of identifying which marketing touch points deserve credit for a conversion — whether that’s a donation, email sign-up, or event registration. It’s the digital breadcrumbs that lead someone from first awareness…
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