Multi-Touch Attribution
Short definition
Multi-Touch Attribution: An approach that distributes conversion credit among multiple marketing touchpoints.
Meaning and how it works
Credit is split among multiple touchpoints, and the result depends on how completely the customer journey is observed. Marketing attribution links traffic sources to telephone enquiries. Results depend on reliable identifiers, attribution windows and accurate conversion recording.
Business applications
- Business scenario:
An analyst considers search, social advertising and email together when assessing a call conversion.
What to check before implementation
Distinguish attribution from proven causation. Account for consent, incomplete customer journeys and calls without a known marketing source.