This is going down the whole attribution rabbit hole, which is arguably the most challenge issue in the advertising&#x2F;marketing space today.<p>Static attribution models like first touch, last touch, U-shaped, and even custom weighted models provided multiple lenses through which to view your data to see how it would be valued if more credit was given towards it (since historically things were viewed via last touch lenses for the most part).  Google Analytics offers some great attribution tools for free if you&#x27;re interested in checking those out.<p>Beyond that, static models have their weaknesses, so dynamic models such as the data-driven model in Google Analytics Premium are a nice step up.  There are other solutions that handle this too such as VisualIQ, Adometry, Convertro, etc.  Those were all recently acquired by Google, and others btw.<p>Then there is software that attempts to help you model incremental lift in addition to dynamic attribution models.  I just demoed Adobe&#x27;s econometric modeling tool in their Adobe Analytics package (that feature set might be in the higher-level version) and that was about the closest I&#x27;ve seen to date for doing it the way I consider the &quot;right&quot; way (ie. user-path level attribution and modeling for incremental lift using literally whatever external data you can feed into it).<p>I&#x27;m an ad tech nerd so let me know if you have any other questions.