This document discusses attribution and how to properly attribute leads and conversions to specific marketing activities and touchpoints. It notes that attribution has become more difficult as the number and diversity of marketing channels has increased. Several common attribution methods are described, including last touch, first touch, equal weighting, and customer reported touchpoint. The document advocates for aggressive data collection, various web analytics techniques to track attribution over time, and careful analysis of attribution including dark testing and correlation analysis to understand how marketing activities relate to outcomes.