Attribution is about putting the performance of your keywords into proper perspective.
Advertising should always target higher volume of profitable conversions. Choosing the right attribution model can help in improving advertising returns
Attribution across every single customer engagement is currently impossible.
However, choosing the right model can help in identifying successful keywords and messaging that play important role in generating business. This can help all parts of your marketing efforts, even beyond search and online advertising.
You can read more about selecting the most appropriate attribution model in this Google support document https://support.google.com/adwords/answer/7002714
