User actions prior to, and associated with, an online success event may be considered participating actions that may have influenced the user toward the success event. A previously measured success influence metric for the participating actions may be used to determine a historical influence score for each participating action leading up to the success event. Each participating action may be assigned a current success influence score based on that event's historical influence score as a percentage of a combined historical influence score of all the participating actions for the success event. Additionally, the assigned current success influence scores may be combined with the previously measured success influence metric for use as historical influence scores for success attribution regarding further instances of the success event.
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