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Attribution modeling is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path.

• Channel Groupings
• Multi-Channel Funnels
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• Attribution modeling

The correct answer is: Attribution Modeling

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Explanation: An attribution model is a rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.

For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.

Read more here: https://support.google.com/analytics/answer/1662518