It makes sense that business owners and even some marketers would mix up the roles of marketing analytics and attribution. They essentially represent two sides of the same coin and can be used to generate insights on the same marketing campaigns and strategies.
The differences between these two data-driven efforts are subtle, but they're important. Analytics may be more recognizable, thanks to free resources like Google Analytics and a long history of using analytics to illuminate the performance of digital marketing. But attribution is no longer negotiable, especially with brands using a range of channels to reach their target audience.
You need both to build winning digital campaigns. Here's a quick primer on what makes each unique and important to your company.