# Key Concepts

Here you'll learn things like:

* A quick cheat sheet showing [the key ways Engagements are created and where their attribution comes from](https://help.integrousanalytics.com/v1/docs/engagement-creation-and-attribution-logic)
* The difference between [Activations and Influencing Engagements](https://help.integrousanalytics.com/v1/docs/activations-vs-influencing-engagements)
* The criteria that control [Reactivation eligibility](https://help.integrousanalytics.com/v1/docs/reactivation-eligibility)
* How to pull [ad hoc Lead and Contact reports](https://help.integrousanalytics.com/v1/docs/ad-hoc-lead-and-contact-reports) with the Engagement object
* Nuances of [opportunity attribution](https://help.integrousanalytics.com/v1/docs/opportunity-attribution)
* Key [attribution data capture fields and their behavior](https://help.integrousanalytics.com/v1/docs/processing-raw-and-reporting-fields-explained)
* What makes an Engagement an ["Activation" vs. "Influencing"](https://help.integrousanalytics.com/v1/docs/reactivation-eligibility)
* The difference between [Cohort and Non-Cohort reporting](https://help.integrousanalytics.com/v1/docs/cohort-vs-non-cohort-reporting)


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