Multi-touch attribution is an attempt to put a bit more thought behind the consumer journey.Certain players in digital advertising capitalize on this immensely. Last-touch attribution, you guessed it, is the exact opposite of first-touch in that it’s the very last impression, often click, that’s allocated with 100% of credit for the purchase.First-touch attribution is the model that gives 100% of credit for a purchase to the very first impression (most often) a user is exposed to in their journey to converting.What’s the difference between first-touch, last-touch and multi-touch attribution? The scorecard tells us what kind of round ( consumer journey) each golfer ( consumer) had during their Sunday afternoons and tells us how and where each golfer can improve ( optimize). Every golfer plays 18 holes in a round, but each shot, hole, lucky bounce and bad break adds up to a final score. What is multi-touch attribution?įrom the very first impression to the final conversion action and all of the touchpoints in between, multi-touch attribution considers each and every engagement a consumer has with a brand, assigns a value to them, and helps marketers understand the role each played in driving that purchase, sign-up, submission or visit.Įssentially, MTA is very much like the scorecard in a round of golf. We understand that advertising is more subtle than that - the consumer journey is complex and nuanced. That clever commercial during a playoff game isn’t realistically inspiring customers to pick up their iPhones that very moment to call about a new auto insurance quote.

What is the actual experience our customers have before ultimately making that purchase?Īs marketers, we all know that consumers aren’t doing U-turns in the middle of the street to check out the furniture store they just sped by after seeing our roadside billboard. Multi-touch Attribution, or MTA for short, means so many different things depending on who you ask, but when we think about it at Viant, which owns Adelphic, we try be conscious of the what it’s actually like seeing ads in the wild. A brief introduction to multi-touch attribution Plenty of marketers – even those with years of experience – can get thrown off when trying to understand exactly what MTA can accomplish, and what it can’t.īelow, we’ll take multi-touch attribution back to basics, and help you decide whether it is valuable for your brand as you strive to prove the effectiveness of your advertising tactics. However, what might seem like a simple undertaking is anything but. This is what Multi-Touch Attribution (MTA) sets out to accomplish.

When analyzing your campaigns, how do you assess the value of each of the different touchpoints along the consumer journey? After all, understanding what led to a conversion generally isn’t as simple as looking at the last action a consumer took before clicking “buy.”

There are three types of multi-touch attribution: Even or Linear Attribution Model Time Decay Attribution Model and Algorithm Based/Custom Attribution Model.Multi-touch attribution is most valuable for brands with complex consumer journeys that end with a specific action.Multi-touch attribution helps marketers understand the role every customer engagement played in driving that purchase, sign-up, submission or visit.

Multi touch attribution