# Attribution
> The rules deciding which ad gets credit for a sale.
- Canonical: https://xeli.ad/knowledge/attribution
- Type: entity
- Entities: Attribution, ROAS, LTV, Incrementality, CPA
- Topic coverage: 35% · AI citation readiness: 60%
## Definition
Attribution assigns conversion credit to touchpoints using a model and window. Different platforms claim overlapping credit, so summing platform-reported conversions overstates reality.

## Why it matters
Creative decisions made on double-counted conversions promote the wrong ads.

## Keyword cluster
- attribution window meta
- attribution model comparison
- platform vs blended reporting
## Related
- [CPA](https://xeli.ad/knowledge/cpa): What one conversion costs you, all-in.
- [ROAS (Return on Ad Spend)](https://xeli.ad/glossary/roas): Revenue generated for every dollar spent on advertising.
- [Incrementality](https://xeli.ad/knowledge/incrementality): The revenue that only happened because of the ad.
- [LTV](https://xeli.ad/knowledge/ltv): The margin a customer contributes over their whole relationship.
- [Ad Recall](https://xeli.ad/glossary/ad-recall): The share of exposed users who remember seeing an ad within a defined window.
- [AOV (Average Order Value)](https://xeli.ad/glossary/aov): The average revenue per order across a defined period.
- [Meta Ads Creative Strategy](https://xeli.ad/guides/meta-ads-creative-strategy): A modern, opinionated playbook for building Meta ad creative that scales — hooks, formats, iteration cadence, and the metrics that actually matter.
- [Creative Testing Framework](https://xeli.ad/guides/creative-testing-framework): A statistically-sound, budget-realistic framework for testing paid social creative — how many variants, how much spend, how long, and how to read the results.
## Entity graph
- [Attribution](https://xeli.ad/knowledge/attribution): The rules deciding which ad gets credit for a sale.
- [ROAS](https://xeli.ad/knowledge/roas): Revenue divided by ad spend — the headline efficiency number.
- [LTV](https://xeli.ad/knowledge/ltv): The margin a customer contributes over their whole relationship.
- [Incrementality](https://xeli.ad/knowledge/incrementality): The revenue that only happened because of the ad.
- [CPA](https://xeli.ad/knowledge/cpa): What one conversion costs you, all-in.
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Source: Xeli AI — the Agentic Creative OS for ecommerce. https://xeli.ad