If you go to a movie theater and buy a ticket, last click attribution will say the poster at the box office is why you bought the ticket. Contribution will say it's the movie trailer you saw 3 months ago that made you decide to drive to the theater and buy a ticket. While the poster got the last impression - aka attribution, the trailer is what caused the sale - aka contribution.
Contribution vs. Attribution
Analogy to help understand the difference between the two
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Written by Strategy Organization
Updated over a year ago