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Multi Touch Attribution Models In 2024

Multi Touch Attribution Models will be discussed in this article. If you have trouble figuring out which marketing initiatives lead to the success of your company, you’re looking at the right answer.

Getting visitors to buy from you on their first visit is the goal of every marketer. In actuality, most consumers must engage with a business several times before deciding to check out. So that you can step up your commerce efforts, how do you figure out what made someone buy?

Multi Touch Attribution Models In 2024

In this article, you can know about Multi Touch Attribution Models here are the details below;

With the use of marketing attribution models, you may better understand the paths taken by users to convert and pinpoint the most effective marketing channels and resources.

However, every attribution model includes built-in constraints that further complicate the selection process.

We’ll go over how to select the best marketing attribution model in this article. We go over the primary evaluation criteria, the benefits and drawbacks of popular attribution models, and how-to guides for model implementation.

What is marketing attribution?


A group of marketing models known as “marketing attribution” base the value of a conversion on more than just one touchpoint; rather, they consider several variables. A range of touchpoints, such as social media, organic search, sponsored advertisements, email marketing, SMS marketing, and other channels that customers might utilize while deciding to do business with a firm, could be included in this.

Marketing attribution is a tool that helps brands identify the marketing campaigns and channels that result in conversions. By dissecting the significance of every touchpoint’s role in the consumer journey, you can optimize your marketing strategy by allocating resources in the right ways.

There are various sub-models within marketing attribution that you can apply based on the objectives and tactics unique to your company.

One technique for identifying the primary channels that influence conversion is marketing, often known as multi-touch attribution. Its goal is to evaluate each marketing channel’s effectiveness in periods of achieving the set goals.

Marketers have historically mostly depended on single-touch attribution, which often only assigns credit to one channel—typically the final touchpoint before to a transaction.

Marketing attribution examines all of the client touchpoints that resulted in a sale or other conversion, rather than focusing on just one (bought advertisements).

Optimizing your marketing efforts and finances to concentrate on the marketing channels that have the biggest influence on your marketing outcomes is the aim of depending on marketing attribution.

Optimizing the distribution of your marketing budget to concentrate on the channels that have the biggest influence on your company outcomes is the ultimate purpose of implementing marketing attribution.

Three out of every four marketers use marketing attribution as a means of measuring marketing performance, in part because of this comprehensive approach to attribution.

Single-touch vs. marketing attribution

In contrast to single-touch attribution, what precisely is marketing attribution? Ultimately, the goal of these two attribution techniques is to assign credit to a campaign or marketing channel upon the achievement of a conversion.

marketing attribution

Let’s start by examining single-touch attribution.

To put it simply, a conversion from a single touchpoint is credited with single-touch attribution. This is frequently the final interaction a potential consumer has with your sales funnel before they ultimately click to buy or subscribe to your email list, for example.

For instance, you would give the Facebook ad full credit for a conversion if a member of your audience clicked on one of the ads and completed a purchase a short while later.

Attributing a single touch makes a lot of sense. Since it was the final interaction before a conversion, it must have been the most powerful, important, and convincing one, right?

That isn’t always the case, though.

As a matter of fact, it takes the typical customer eight brand touchpoints to make a purchase.

What does that indicate, then?

It implies that having a single touchpoint is less powerful than being able to provide ongoing customer touchpoints. This therefore indicates that a variety of brand initiatives, such as various campaigns and marketing platforms, are contributing to conversions.

So what is the difference between single touch and marketing attribution?

We do, after all, currently inhabit an omnichannel world.

Radio was a medium that brands used a century ago to communicate with consumers. Television was added to the mix fifty years ago.

Let’s go back to the present day. How do brands now connect with their audience? With sponsored advertisements on TV, radio, social media, search engines, email and SMS marketing, apps, push alerts, and more.

It is inaccurate and unjust to attribute conversions to a single touchpoint because of the wide range of digital channels.

Our omnichannel experience, in which we engage with brands in several ways, is the foundation of marketing attribution. It seeks to distribute attribution over several touchpoints in order to provide a more thorough examination of your marketing initiatives.

Example of marketing attribution

Are you wondering how real-world marketing attribution functions?

Imagine that you run a high-end dog collar business. Since your launch a few years ago, you have established numerous marketing strategies and platforms to draw in and win over new clients.

Day 1: While perusing TikTok, Consumer X stumbles into a humorous clip featuring a dancing labradoodle adorned in a lavish, gem-encrusted dog collar.

After like the video, Customer X follows your brand on TikTok.

Day 2: While browsing Instagram, Consumer X comes across user-generated material featuring a dog owner praising the sturdy and elegant design of your dog collars. After clicking on their page and following them, Consumer X discovers that they are an Instagram influencer who was compensated for discussing the collars.

Day 3: During lunch, Consumer X accesses Instagram and notices another dog collar advertisement, but this time it’s a sponsored video that comes straight from your business. When they click on the advertisement, a landing page featuring a 20% discount week-long deal on your website is what they are taken to. To get the discount coupon, they sign up for your email and SMS list but don’t make a purchase.

Day 4: Customer X notices the email containing your company’s discount code when they check their inbox at work. When they open the email, they find the coupon code and a link to the dog collars’ Google ratings. They look at the Google reviews, which have 2,157 customers who have left an average rating of 4.9 stars.

Day 5: Your company sends Consumer X a welcome email that includes information about your objective, the various dog collars you provide, a few reviews, and links to three of your most popular blog entries. After clicking on the blog post link, they learn how to extend the lifespan of dog collars by seven times.

Day 6: Customer X observes that the dog collar on their labradoodle is starting to fray a little. They recall your blog post on extending their life, but they can’t recall the specific advice. After searching for “how to make collar last longer” and your brand name on Google, a Google ad for the weeklong sale appears, stating, “1 Day Left – Get 20% Off & Free Shipping.” Consumer X clicks on the ad to check out the offer, completely forgetting that they were searching for advice on how to make their dog’s collar last longer. Before the discount, they check out a collar that they like for $75. They prepare dinner and give it some thought because they truly desire it but are still unsure.

Day 7: In the morning, Consumer X receives an SMS informing them that today is the final day of the sale and their only opportunity to enjoy free delivery and a 20% discount on their transaction. They visit the website, enter their coupon code, and buy the dog collar.

According to single touch attribution, the SMS message receives all of the credit for the conversion.

According to marketing attribution, a number of factors affected the choice to buy:

  • Organic social media on TikTok
  • Influencer marketing on Instagram
  • Instagram advertisements
  • Email promotion
  • Sponsored search
  • SMS advertising

When it comes to single-touch attribution, a marketer can see SMS and conclude that, since it was the channel that resulted in a sale, they should invest a lot more money in it. With marketing attribution, you can discover which of your channels are more effective and need additional resources in order to maximize your marketing efforts.

Pros and cons of different attribution modles

Pros and cons of different attribution models

First interaction

The initial Interaction attribution approach, sometimes referred to as First Touch, gives the initial channel that generated the lead complete credit for the conversion. All previous interactions the visitor had prior to converting are not reported, nevertheless.

The first touch attribution model helps marketers who are primarily concerned with user acquisition and demand creation assess and optimize top-of-the-funnel (ToFU).


  • represents the beginning of the client journey
  • displays the channels that generate the highest quality leads
  • aids in monitoring brand awareness initiatives


  • disregards the effects of subsequent interactions in the funnel’s middle and bottom
  • does not give a complete picture of how consumers make decisions

Last intraction

The last channel before conversion receives the full credit allocation under the Last Interaction attribution paradigm (last touch). However, it does not take into consideration the input from all other channels.

The last-touch model assists in identifying the channels, assets, or campaigns that close the deal for the prospect if your goal is conversion optimization.


  • occurrences at the bottom of the funnel are reported
  • minimal data and configuration requirements
  • aids in calculating the cost per acquisition or lead.


  • Absence of visibility into previous visitor encounters and helped conversions
  • Exaggerate the significance of the final channel, which is frequently direct traffic.

Last non- interaction

With last non-direct attribution, the previous channel receives the full conversion credit and direct traffic is removed from the equation. For illustration, if a visitor visits your website directly and makes a purchase, your sponsored advertisement will be fully credited for the conversion.

Extrapolating last non-direct attribution gives bottom-of-the-funnel (BoFU) events more meaning. However, the contribution of alternative channels to conversion is still underreported.


  • enhanced visibility of the channel in comparison to Last-Touch
  • prevents direct visitors from being overvalued
  • reports on initiatives for lead generation


  • Not applicable to account-based marketing (ABM)
  • undervalues the amount of leads over their quality

Linear model

Linear model

All tracked touchpoints receive equal credit for a conversion under the linear attribution model, regardless of how much of an influence they had on the visitor’s choice to convert.

Linear attribution model

It makes the entire conversion procedure easier to understand. However, this approach does not differentiate between the significance of nurturing touchpoints and lead generation actions.


  • concentrates on all interactions that lead to a conversion
  • reflects additional customer journey steps
  • aids in the analysis of extended sales cycles


  • does not fairly represent the various functions that every touchpoint plays.
  • can reduce the credit if there are an excessive number of touchpoints

Time decay model

According to time decay theories, a touchpoint’s effect increases with proximity to the conversion. The highest credit is awarded to pre-conversion touchpoints; initial touchpoints are graded lower (5%–5%–10%–15%–25%–30%).

This model more accurately depicts consumer journeys in real life. It diminishes, therefore, the significance of demand-generation and brand awareness initiatives.


  • lengthier sales cycles and provides statistics on all relevant touchpoints
  • enables the half-life of decay to be customized for better reporting
  • encourages BoFu steps of conversion optimization


  • can lead to a reduction in ToFU investment by marketers, which would result in less qualified leads at lower stages.
  • Does not account for really significant early occurrences (such as requesting a product demo or registering for a free account, neither of which resulted in a conversion right away).

Position- based model

According to the position-based attribution model (also known as the U-shaped model), the first and final interactions receive 40% of the total credit. The remaining 20% is then divided across subsequent touches.

Because it enables the optimization of both ToFU and BoFU channels, that marketing attribution model is the one that many marketers choose.


  • aids in determining the primary routes for lead generation and conversion
  • provides additional visibility layers over first- and last-touch attribution models
  • encourages allocating funds to the most important places of contact


  • reduces the significance of lead nurturing initiatives as demand- and conversion-generation channels receive greater attention
  • Limited flexibility since the first and last touchpoints are always given a fixed amount of credit, and the remaining credit is distributed equally among the other touchpoints.

Tips for selecting the best marketing attribution model for your company

Expect a contentious debate when determining which attribution model is appropriate for your company. Each one has trade-offs since it either emphasizes or downplays the significance of certain marketing initiatives and channels.

How to choose the right marketing attribution model for your business


How to choose the right marketing attribution model for your business

The easiest way to come to a decision is to assess each model based on three factors: the duration of the sales cycle, the data availability, and your marketing objectives.

Marketing objectives

There are numerous ways for businesses to make money: direct sales, licensing agreements, subscriptions, fees for referrals, one-time or retainer services, and so on. or any mix of these undertakings.

Your marketing plan will seem different in each situation. For instance, demand creation and conversion rates must be maximized by SaaS and direct-to-consumer (DTC) eCommerce firms. A B2B cybersecurity consulting company, on the other hand, is more concerned with drawing in quality leads than with any kind of traffic and gradually guiding them toward a high-value transaction.

When choosing a marketing attribution model, start by ranking your goals. Make a basic scoreboard that allows your team to rank the several campaign kinds and channels that you use to close deals.

As an alternative, you might poll your clients to find out how they discovered your business and what ultimately convinced them to convert. Cross-validating your assumptions and removing biases can be achieved with the use of data from both sides.

Next, think about which model best captures the function and significance of various channels inside your sales cycle.

Sales cycle length

Choosing a new brand of toothpaste takes less time than thinking about buying a new IT system, as consumers. The average cycle length in your industry depends on a number of factors, including deal size, industry, and business model (B2C, DTC, B2B, or B2BC).

Low-ticket B2C sales can typically occur in a few exchanges, according to statistics. Over a period of months, a typical B2B decision-making process may involve more than 15 steps.

This is the reason why not every organization may benefit equally from every marketing attribution methodology. For B2B organizations, time-decay works well, although position-based or linear attribution is typically preferred by B2C.

Data availability

Because of insufficient analytics data, businesses have difficulty using the marketing attribution model.

Compared to Google Analytics, our site analytics solution collects more data. This is because, in countries outside of Germany and the UK, you can collect analytics without displaying a cookie consent banner thanks to our reliance on a privacy-focused tracking technology.

Google Analytics requires cookie consent banners. However, about 40% of consumers worldwide reject it. Your analytics will become incomplete as a result, and your marketing attribution reports will become inconsistent. You may legally gather additional data for proper reporting using Matomo.

Additionally, some businesses find it difficult to relate gathered data to specific customers. Using Matomo’s visitors’ tracking tool, you can cross-attribute people between browning sessions.

Knowing a user’s identifier, such as their email address or full name, allows you to monitor their behavior on your website over time and gain more insight into how they interact with your content and finish purchases. Nonetheless, some data privacy regulations might not consider visitor tracking to be compliant. In case you are unsure, kindly get advice from a local authority.

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How to impletement marketing attribution

How to implement marketing attribution

Implementing marketing attribution is similar to playing a game of “seek and find.” Every important touchpoint in your customers’ journeys needs to be identified, and occasionally you need to come up with fresh ideas to find the gaps. Next, determine the most effective means of monitoring user behavior during those phases (e.g., goal and event tracking).

How marketing attribution is put into practice.

This is a comprehensive guide to assist you in getting started.

Select a marketing attribution tool

The software for worldwide marketing attribution has a valuation of $3.1 billion. There are many tools available, with differences in accuracy, sophistication, and cost.

Prioritize the following five considerations to help you make the best decision:

  • Models that are available: Search for a solution that gives you a variety of attribution model choices and lets you try out various methods or create bespoke models.
  • Implementation complexity: While some suppliers provide limited out-of-the-box modeling possibilities, they do offer sophisticated data modeling tools for building unique marketing attribution models.
  • Accuracy: Verify that the tool you’ve narrowed down gathers the kinds of data you require. Give preference to service providers who let you identify returning customers and rely less on third-party cookies.
  • Your marketing stack: Some platforms, such as Matomo, have features like tag managers, heatmaps, form analytics, session recordings, and A/B testing in addition to marketing attribution. This enhances your marketing skills by providing insights into user behavior and efficient conversion rate optimization in addition to attribution.
  • Compliance: Verify that you won’t be in danger of not complying with GDPR regulations surrounding user privacy and consent to tracking and analysis if you choose a marketing attribution analytics tool.

Analyze the adoption expenses last. Although there are free marketing attribution solutions like Google Analytics, they frequently come with trade-offs in terms of consistency and quality of data. You might be charged for additional data integrations and “hidden” licensing fees with premium attribution tools.

Seek for a tool with a good price-to-value ratio (that is, one that provides additional benefits at a clear cost). The cost of Matomo is a fantastic spot to start your investigation.

Set up proper data collection

A lot of user data is needed for marketing attribution. In order to gather the appropriate kind of insights, you must set up the following:

  • Website analytics: Verify that all tracking codes are installed and operational to record page visits, on-site activities, referral sources, and more information about user behavior on a page.
  • Campaign tracking URLs: You may track various referral sources (like “Facebook”), campaign kinds (like “final-sale”), and creative assets (like “banner-1”) by adding tracking parameters to your URLs. Campaign tracking parameters provide a more comprehensive understanding of various touchpoints. To expedite this procedure, you can use a campaign tracking URL builder.
  • Integrations: You can leverage data from your other tools, such as your CRM system and A/B testing app, to feed your attribution tool in order to more accurately identify on-site users and monitor their behavior.

Finally, consider the optimal lookback window, which is a limited period of time that you will utilize for conversion calculations. Matomo, for instance, offers a default timeframe of 7, 30, or 90 days. However, you can better represent your average sales cycle by configuring a bespoke period. For instance, if you’re selling makeup, a shorter window might work better. However, think about expanding it if you provide CRM software to the manufacturing sector.

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Configure goals and events

Your primary marketing goals should be reflected in your goals: increased traffic, conversions, and sales. These can be measured with web analytics tools by observing particular user behaviors.

For instance, if generating leads is your objective, you can monitor:

  • Subscribers to newsletters
  • Requests for product demos
  • Downloads of restricted content
  • Register for a free trial account.
  • submittal of a contact form
  • Reservations for on-site calls

You can configure a different tag for each situation to keep an eye on these kinds of requests. Analyze conversion rates next, which represent the proportion of users who have finished the action.

Establish Goal Tracking for several touchpoints (MoFU & BoFU) and asset categories (contact forms, downloadable assets, etc.) in order to gather enough data for marketing attribution modeling.

The next thing you need to do is observe how users engage with various on-site resources. Event tracking is useful in this situation.

Event tracking reports alert you to particular user activity on your website. You may track where visitors click on your website, which pages they visit to subscribe to your newsletter, and when they attempt to engage with static content components (such a non-clickable banner) by using Matomo Event Tracking.

You can gain a better in-depth understanding of the assets that are essential to the typical client journey by utilizing comprehensive user behavior reports. With the use of this information, you may identify and address “leaks” in your sales funnel to raise conversion rates locally.

Test and validate the selected model

Determining the proper connection and causality between exposure to touchpoints and purchases is a common difficulty in marketing attribution modeling.

A person might behave differently if they purchased a reduced product through a Facebook ad than if they clicked on a newsletter link and paid full price. Additionally, there will be significant differences in their pre- and post-sales exposure rates, which your attribution model might not always adequately account for.

For this reason, you need to keep testing and fine-tuning the chosen model type. For that, lift analysis is the most effective method.

Lift analysis is the process of comparing the changes in your most important metrics (like revenue or conversion rates) between users who were part of a specific campaign and a control group.

When it comes to marketing attribution modeling, you need to keep an eye on how your metrics shift once you’ve implemented the model’s suggestions (such as increasing your investment in a successful referral channel or attempting a fresh Twitter ad to raise brand recognition). Examine the ROI before and after. Your model is functioning well if you observe a positive dynamic.

The drawback of this strategy is the large upfront investment. However, if you want to build a reliable attribution model, the simplest approach to verify it is to implement its recommendations and then compare the outcomes to previous findings.

Use Matomo to get started with marketing attribution

Use Matomo to get started with marketing attribution

Before a customer completes a conversion, their journey crosses multiple platforms and touchpoints.

Any modern marketing team has to understand marketing attribution.

It facilitates the measurement of the effects of various campaign types, channels, and marketing materials on parameters such as ROI, sales volumes, and conversion rate.

What touchpoints and messages a customer encountered that led to a good action must be known by marketers and business owners in order to maximize marketing efforts and create more individualized buyer experiences.

With the help of this information, you can firmly test out different campaign formats and allocate funds to the channels that are working the best.

In order to fully benefit from marketing attribution, precise data must be used. Your marketing initiatives can’t perform to their fullest potential if your metrics are inaccurate or incomplete.

Check out Matomo, an easy-to-use web analytics tool with a privacy-focused interface, for precise and successful marketing attribution. You can acquire accurate attribution insights using Matomo’s dependable data, enabling you to make well-informed marketing decisions for the best results.


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