Multi-touch attribution is a sophisticated marketing measurement approach considering every touchpoint along the customer journey. This method allocates specific credit to each channel, giving marketers a comprehensive view of each touchpoint’s impact on driving conversions.
Consider a scenario where a consumer is contemplating the purchase of a new pair of shoes. Following research, they encounter Adidas ads strategically placed throughout their journey. A display ad initially captures their attention, though they may overlook it. Subsequently, a native ad appears on their Facebook feed, rekindling their interest and directing them back to the Adidas site. Finally, a compelling promotional offer arrives via email, with a discount code that ultimately seals the deal and prompts the purchase. In this intricate journey, multi-touch attribution reveals the distinct contributions of each touchpoint in the conversion process.