> ## Documentation index
> Fetch the complete documentation index at: https://docs.prescientai.com/llms.txt
> Use this file to discover all available pages before exploring further. Add `.md` to any page URL to get that page as Markdown.

# Attribution

> What the Attribution page reports, the four sections of the page, and which guide to read for each task.

Attribution shows how much of an outcome, for example revenue, your marketing mix models credit to the spend of each channel, tactic, and campaign. The page puts the modeled figures next to the figures that your ad platforms and your sales sources report for the same period.

To open Attribution, select **Attribution** in the **Marketing** group of the sidebar.

## What does Attribution answer?

Attribution answers three questions about a period that you select.

- How much did you spend, and what outcome do your sales sources report?
- How much of the outcome do your models attribute to paid media, by channel, tactic, and campaign?
- How does the modeled figure of a channel compare with the figure that the ad platform reports for itself?

## Which figures does the page compare?

The page shows three kinds of figure. The modeled figure divides into two parts, Base and Halo.

- **Reported** (Your sales sources report): The total outcome that your connected sales sources record. The figure is not divided by channel.
- **Channel Reported** (Each ad platform reports): The outcome that each ad platform claims for itself. Each platform takes full credit, so the figures overlap.
- **Modeled (MMM)** (The marketing mix model estimates): The outcome that the model attributes to the spend of each channel, tactic, or campaign.
  - **Base**: The outcome that the spend drives directly.
  - **Halo**: The outcome that the spend drives indirectly, through other channels and sources.

The three kinds of figure on the Attribution page. Each kind comes from a different source and answers a different question, so the three totals are different.

Read [Modeled and reported figures](https://docs.prescientai.com/attribution/modeled-and-reported-figures) for the full explanation.

## What are the sections of the page?

The page has a filter bar and four sections. The filter bar stays at the top of the page while you scroll.

| Section                   | What it shows                                                                             |
| ------------------------- | ----------------------------------------------------------------------------------------- |
| Summary cards             | The headline totals for the selected period. The cards have no section title on the page. |
| **Attribution Over Time** | A chart of one or two metrics across the selected period.                                 |
| **Performance Table**     | A table of metrics by channel, tactic, or campaign.                                       |
| **Base & Halo Flows**     | A chart of how the modeled outcome of each channel divides into Base and Halo.            |

### Example: Attribution Over Time

Each section is a card with a title, its controls, and its data. The capture shows the **Attribution Over Time** section with the breakdown by channel.

![The Attribution Over Time section, with a stacked chart of MMM Revenue for each channel by day](https://docs.prescientai.com/_astro/attribution-over-time.2IPWuwBy_Gl26K.webp)

You can move a section up or down and collapse a section. See [Arrange the page](https://docs.prescientai.com/attribution/choose-what-the-page-shows#how-do-you-arrange-the-page).

## What does the page show during onboarding?

During onboarding, Attribution can open before your models are approved. The page then shows only your reported data, with the notice **Your reported data is ready to review**.

In this state, the page has no modeled figures. The summary cards show spend, the reported outcome, and for a revenue target a **Channel Reported** card. The chart section has the title **Reported Over Time**. The **Base & Halo Flows** section, the **Model** control, and the **Views** menu do not appear.

> **Reported figures are not attributed figures:** A reported figure is the number that a sales source or an ad platform records. A reported figure does not show which spend caused the outcome. The modeled figures appear when your models are approved and onboarding is complete.

## Next steps

- [Choose what the page shows](https://docs.prescientai.com/attribution/choose-what-the-page-shows): set the target, the models, the date range, and the filters.
- [Compare two periods](https://docs.prescientai.com/attribution/compare-two-periods): see the change from an earlier period.
- [Compare channels, tactics, and campaigns](https://docs.prescientai.com/attribution/compare-channels-tactics-and-campaigns): read the **Performance Table**.
- [Explore a spend scenario](https://docs.prescientai.com/attribution/explore-a-spend-scenario): read the saturation curve of a row.
- [Save and share a view](https://docs.prescientai.com/attribution/save-and-share-a-view): keep a set of columns and filters.
- [Export Attribution data](https://docs.prescientai.com/attribution/export-attribution-data): download a CSV from each section.

## Reference

The reference pages of Attribution are in the **Reference** tab. Each page lists the exact labels, options, limits, and messages of one screen.

- [Page controls](https://docs.prescientai.com/reference/attribution/page-controls): the filter bar, the date range, and the comparison control.
- [Filters and views](https://docs.prescientai.com/reference/attribution/filters-and-views): the filters of the page and the saved views.
- [Metrics and summary cards](https://docs.prescientai.com/reference/attribution/metrics): the summary cards and each metric of the page.
- [Attribution Over Time options](https://docs.prescientai.com/reference/attribution/attribution-over-time): the modes, granularity, types, and controls of the chart.
- [Performance Table options](https://docs.prescientai.com/reference/attribution/performance-table): the levels, columns, export options, and row details of the table.
- [Base & Halo Flows options](https://docs.prescientai.com/reference/attribution/base-and-halo-flows): the chart types, the flow filter, and the grouping tabs of the section.

For the meaning of a term, see the [Glossary](https://docs.prescientai.com/reference/glossary).