The web service offers advanced attribution as a service using the IHC attribution model, which is based on three customer interaction stages (Initializer, Holder and Closer). This way you’ll be able to evaluate the performance of your marketing activities across those stages, which are representing awareness, product orientation and action (or checkout).
Using those attribution results, marketers are able to evaluate and optimize their marketing activities. You might see that certain channels and campaigns are especially strong in terms of attracting new customers while others have their strength more in terms of finalizing conversions.
You can find more information on the IHC Attribution model here: