--- title: What is Contribution (and why is it different from Attribution) description: This article explains what is Contribution of your Channels/Campaign to your Market, and what is the difference between Contribution and Attribution --- [Skip to content](https://knowledgebase.incrmntal.com/knowledge/what-is-contribution#main-content) ![Incrmntal Logo.png\]](https://knowledgebase.incrmntal.com/hs-fs/hubfs/Incrmntal%20Logo.png?height=40&name=Incrmntal%20Logo.png) Open main navigation Close main navigation - Go to incrmntal.com Go to incrmntal.com Hello. How can we help you? - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://knowledgebase.incrmntal.com/knowledge?hsLang=en) 2. [Platform Tutorials](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en) 3. [Getting Started with INCRMNTAL](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#getting-started-with-incrmntal) # What is Contribution (and why is it different from Attribution) ## This article explains what is Contribution of your Channels/Campaign to your Market, and what is the difference between Contribution and Attribution #### What's Overall Contribution? **Overall contribution** is the total value for your KPIs that a certain channel has given you, considering all its spend for the historical data we have on your account. For instance, if Facebook's total spend in December was $30,000, and it produced 15,000 regs, then the overall contribution of this channel to your performance is a CPR of $2. This is **calculated automatically** **based on all the changes** identified in your spends by the platform (either inferred, or based on the API detection).  This resembles attribution data and its presentation, where we look at the total spend of the channel in a given time, country, OS, etc., and the value (=contribution) that it generated. #### Methodology The platform automatically measures all your spend changes, and creates a function of you incremental performance per spend level. This performance per spend level could then be displayed as sort of a function ![](https://knowledgebase.incrmntal.com/hs-fs/hubfs/Screenshot%202025-08-19%20at%2013-10-22-png.png?width=531&height=280&name=Screenshot%202025-08-19%20at%2013-10-22-png.png) This is the t**otal incremental value of your performance**, **from $0-current level of spend**. This is a normalized view, that shows Paid channels' **attribution according to incrementality**. It is parallel in granularity to performance according to other measurement methods, but it is completely based on our models #### Difference between Attribution and Contribution **Contribution** is calculated by Incrmntal's models. It is not based on attribution, therefore we do not expect it to match MMP data in revenue or installs.  While attribution gives 100% credit to the last ad a user interacted with before conversion, Incrmntal uses a statistical approach to understand the impact that each of those advertising spend channels had to your overall market (Blended performance: Organic+paid). Please refer[to this article](https://www.incrmntal.com/faq/what-is-the-difference-between-attribution-and-incrementality)for more information. Therefore the difference between MMP and Overall Contribution is expected as it represents a different point of view. This value is shown through our Explorer dashboard . With Explorer Dashboard you can: - Understand the **Market value** gained from every channel, this is comparable to attribution, as the total sum of Installs (if Organic would be included) would match the total installs in the market. - Identify **cannibalization** (ex: if a channel/campaign has been launched  and shows no value in terms of incrementality, but has revenue and/or installs  attributed to it by attribution, this may indicate that this source cannibalizes instals/revenue from the different channel or Organic). Please feel free to learn more [here.](https://www.incrmntal.com/resources/what-is-paid-media-cannibalization) - Spot **Diminishing returns** (ex: if the spend was increased by a certain channel and does not create an additional value in terms of incrementality, this might indicate that you have reached a point of diminishing returns and might consider scaling it down and monitor the performance). Please feel free to learn more [here.](https://www.incrmntal.com/resources/diminishing-returns) - Find **Opportunities** to scale up spends For any question please contact [integrations@incrmntal.com](mailto:integrations@incrmntal.com) , or open a [support Ticket here](https://share.hsforms.com/1E8GuQyooSzO1uP7QP1bLHA50da0?__hstc=238262367.6e9d27b2341463e02dbc6778398fcff1.1706789835382.1720443885503.1720446310213.152&__hssc=238262367.2.1720446310213&__hsfp=2459653256) - [Integration](https://knowledgebase.incrmntal.com/knowledge/integration?hsLang=en) - [Change Logs & Reporting](https://knowledgebase.incrmntal.com/knowledge/change-logs-reporting?hsLang=en#main-content) - [General](https://knowledgebase.incrmntal.com/knowledge/change-logs-reporting?hsLang=en#general) - [How to Connect Networks to INCRMNTAL](https://knowledgebase.incrmntal.com/knowledge/change-logs-reporting?hsLang=en#how-to-connect-networks-to-incrmntal) - [Platform Tutorials](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#main-content) - [Account Management](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#account-management) - [Getting Started with INCRMNTAL](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#getting-started-with-incrmntal) - [Basic Tutorials](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#basic-tutorials) - [Using the Platform](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#using-the-platform) - [Measurements (Analyst Dashboard)](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#measurements-analyst-dashboard) - [Advanced Features](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#advanced-features) - [Data Exports](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#data-exports) - [FAQ](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#faq) - [FAQ - Getting Started](https://knowledgebase.incrmntal.com/knowledge/platform-tutorials?hsLang=en#faq-getting-started) - [Use-Cases](https://knowledgebase.incrmntal.com/knowledge/use-cases?hsLang=en#main-content) - [Additional Data Points](https://knowledgebase.incrmntal.com/knowledge/use-cases?hsLang=en#additional-data-points) - [FAQ](https://knowledgebase.incrmntal.com/knowledge/faq?hsLang=en) - [Create a Ticket](https://knowledgebase.incrmntal.com/knowledge/create-a-ticket?hsLang=en) [![INCRMNTAL](https://knowledgebase.incrmntal.com/hubfs/Incrmntal%20Logo.svg "INCRMNTAL")](https://www.incrmntal.com/) incrmntal.com Knowledge Base Copyright © 2026, INCRMNTAL