![]() ![]() U-shaped attribution: U-shaped attribution assigns the majority of the conversion credit to the first and last interaction in the customer journey.Time decay attribution: Time-decay attribution assigns more credit to interactions that occur closer to final conversion. ![]() Linear attribution: Linear multi-touch attribution assigns equal credit to each touchpoint in the buyer’s journey.There are also several different multi-touch attribution models that marketers can use, including: Multi-touch attribution: Multi-touch attribution assigns fractional credit to each touchpoint in the buyer’s journey.For example, if a retargeting ad brings a user back to the site and they make a purchase, only this final ad would get the conversion credit. Last-touch attribution: Last-touch attribution assigns credit to the final touchpoint that led to the conversion.For example, the first ad the user saw would get credit even if there were other retargeting ads that led to the final conversion. First-touch attribution: First-touch attribution assigns conversion credit to the initial touchpoint in the customer journey.First, let’s review the difference between multi-touch attribution and other common attribution techniques such as first and last-click attribution: There are several different ways that marketers can use multi-touch attribution to optimize their campaigns. In this example, each of these touchpoints could receive some fraction of the credit for the eventual sale, depending on the conversion model the marketer uses. Finally, the user receives an abandoned cart promotional email or a push notification that results in the conversion. They add the product to their cart, but end up abandoning it. Let’s say that person then sees a retargeting ad on Instagram that drives them back to the site. In other words, instead of simply assigning credit to the last touchpoint that resulted in a conversion - last-click attribution - multi-touch attribution gives credit to many touchpoints that led up to the final result.įor example, let’s say someone first discovers a new product on Facebook but doesn’t complete their purchase on their first website visit. Multi-touch attribution is a technique for measuring each touchpoint of the buyer’s journey and assigning a fractional value to different steps. In order to account for this multi-step conversion funnel, marketers need to understand which touchpoints are resulting in positive actions so they can optimize their marketing mix. Thanks to all the different platforms and devices that we all use every day, today’s customer journey often involves multiple touchpoints from an initial click to the final conversion. ![]()
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