What is full-funnel attribution?
Full-funnel attribution is a measurement approach that assigns credit for a conversion to all the marketing touchpoints a consumer encountered across the entire customer journey — from initial awareness through to final purchase. Unlike last-click attribution, which gives all credit to the final touchpoint, full-funnel attribution distributes credit based on each channel's actual contribution to the outcome.
Why full-funnel attribution matters in commerce media
Commerce media platforms operate at the bottom of the funnel — at the moment of purchase — but their value extends beyond that single touchpoint. Full-funnel attribution allows advertisers to see how post-transaction placements influence repeat purchase, cross-category spend, and long-term LTV, not just first-touch conversion rates. It validates the full economic contribution of commerce media investment.