> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/measurement-and-attribution/measure-and-optimize/track-your-campaign/measure-attribution.md).

# Measure attribution

Decide which of goals, funnels, or datamart replication to use to credit a conversion back to your campaign.

## Your goal

Choose the right feature to credit a conversion back to the campaign that drove it, which is the question a delivery report cannot answer on its own.

## Expected outcome

A method chosen for the question you are actually asking, rather than the one you happened to configure first.

## Three ways to measure attribution

<table data-search="false"><thead><tr><th width="220">Method</th><th></th></tr></thead><tbody><tr><td><a href="/measurement-and-attribution/measure-and-optimize/track-your-campaign/goals-and-attribution.md"><strong>Goals and attribution model</strong></a></td><td>Define a goal in advance, attach an attribution model, and read attributed conversions on the campaign.</td></tr><tr><td><a href="/measurement-and-attribution/measure-and-optimize/build-funnels.md"><strong>Funnel</strong></a></td><td>Query your activities directly, step by step.</td></tr><tr><td><strong>Datamart replication</strong></td><td>Replicate everything mediarithmics ingests into an external solution of your choice and analyze it with your data science team. Documented in the <strong>Setup &#x26; Monitor</strong> section, under <em>Collect &#x26; manage your data > Export your data > Datamart replication</em>.</td></tr></tbody></table>

{% hint style="info" %}
Datamart replication is **not included in the default plan**. Talk to your account manager if you want more information about it, or about enabling the funnel.
{% endhint %}

## Choosing between goals and a funnel

Both can produce the same result. Each has its own advantages.

<table data-search="false"><thead><tr><th width="260"></th><th>Goals</th><th>Funnel</th></tr></thead><tbody><tr><td>Change the analysis window after the fact</td><td>No, the window is fixed when the goal is configured</td><td>Yes, by changing a parameter in your steps</td></tr><tr><td>Split results and export them in one operation</td><td>No</td><td>Yes, by channel</td></tr><tr><td>Works without relying on specific event ingestion</td><td>Yes, through custom queries or code</td><td>No, it needs the events the funnel reads</td></tr><tr><td>Associates an action to exactly one campaign</td><td>Yes, that is what the attribution model does</td><td>No, a funnel counts rather than arbitrating between campaigns</td></tr></tbody></table>

{% hint style="info" %}
A concrete case of the window difference: if you configured a goal with a 13-day post-click window, you cannot then view it with a 15-day post-click window. In a funnel, the same change is one parameter on the step.
{% endhint %}

If you cannot decide, start with a funnel. You can iterate on the window and the steps while you refine the question. Move to goals once you know exactly which action should count and need it credited to one campaign specifically.

## Related pages

<table data-view="cards" data-search="false"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><strong>Goals and attribution</strong></td><td>Setting up a goal and its attribution model.</td><td><a href="/measurement-and-attribution/measure-and-optimize/track-your-campaign/goals-and-attribution.md">Goals and attribution</a></td></tr><tr><td><strong>Build funnels</strong></td><td>Setting up a funnel.</td><td><a href="/measurement-and-attribution/measure-and-optimize/build-funnels.md">Build funnels</a></td></tr><tr><td><strong>Analyze conversions</strong></td><td>Reading conversion volumes independently of either method.</td><td><a href="/measurement-and-attribution/measure-and-optimize/analyze-conversions.md">Analyze conversions</a></td></tr></tbody></table>


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation by asking a question.

Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters:

```
GET https://docs.mediarithmics.io/measurement-and-attribution/measure-and-optimize/track-your-campaign/measure-attribution.md?ask=<question>&goal=<user_goal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.