Attribution
Model assigning booking credit to clicks, sessions, campaigns or sources. Last-click attribution misses assisted influence in multi-touch travel journeys.
Why it matters
Measurement terms are unreliable without explicit numerator, denominator, attribution window and booking-lifecycle definitions. The same 'conversion rate' can mean search-to-booking, click-to-booking or stayed-booking across teams. KPI contracts should be explicit from event collection through financial reconciliation.
What does it look like in practice?
A 3% conversion rate is only meaningful if the denominator and booking lifecycle state are explicit. Metric contracts belong together with event and reconciliation rules.
Implementation questions
- What are the numerator and denominator?
- What is the attribution window?
- How are cancellations and modifications applied?
- Is the metric reconciled with commercial reports?
Common mistakes
- Omitting numerator/denominator
- Treating recent gross bookings as matured revenue
- Hiding attribution-window rules
Where does it appear in the travel stack?
Attribution commonly appears across measurement, transaction layers. Its implementation should make source-of-truth, identity, freshness and transaction-ownership boundaries explicit.
Related terms
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