A traffic source’s incrementality is the percentage of the customer journey that should be attributed to this traffic source in case this traffic source was part of a customer journey, based on the analysed, historical data.
The participated revenue of a traffic source is the total amount of revenue in which this particular traffic source has participated. This means that it was at least one of the touchpoints in all the customer journeys that generated this revenue.
A touchpoint is an off-website interaction with a (potential) customer. For example the view or click on an ad, reading a blog post or viewing a Youtube video. It’s also used as a synonym for traffic source.
Marketing Attribution is the process of analysing your data in order to give credit to the touchpoints in a customer journey, enabling you to identify the incremental performance of every traffic source based on its role in the customer journey.