Data attribution is the process of correctly assigning CRM data to the right source, campaign, or salesperson to ensure accurate performance tracking and analytics. Businesses use attribution models to determine which marketing efforts contributed to a sale or customer engagement. Common models include first-touch attribution (crediting the first customer interaction), last-touch attribution (crediting the final interaction before conversion), and multi-touch attribution (considering all interactions along the customer journey). For example, if a prospect engages with a social media ad, attends a webinar, and later makes a purchase, multi-touch attribution assigns value to each touchpoint. Accurate data attribution helps businesses refine marketing strategies, allocate budgets effectively, and improve sales team performance.