This document discusses Facebook attribution and how it can be used for cross-channel marketing measurement and optimization. It introduces various attribution models and explains how to set up and use Facebook attribution to analyze conversion paths across devices and channels. It also compares Facebook attribution to other analytics tools and discusses how to integrate third-party channels like Google Ads. The document suggests Facebook attribution can be a "holy grail" for multi-channel budget allocation, but that it works best for large advertisers due to statistical relevance limitations for small advertisers.