Multi-source or multi-touch

Luckily, attribution models have evolved and emerged to determine exactly what is happening, although depending on the attribution model you choose, even using the same base data, the results will be completely different.

We can establish two main attribution models:

single point of contact.

Attribution of a point of contact
these models assign all credit to a single touchpoint, either the first or the last.

1.- first point of contact
the first touch attribution model assumes that canada phone number list the consumer converted after the first ad they viewed.

Give full attribution to the first point of contact, regardless of what happened next.

100% of the success is attributed

this type of attribution gives full attribution credit vietnam data to the last touchpoint the consumer interacted with before converting.

It doesn’t take into account previous interactions you’ve gone through previously, so you miss key insights from other marketing channels.

This model is the most popular

and the one that comes by default in the google analytics account.

Attribution marketing – last point of touch
if conversion is the main objective of our campaigns, then back up important data frequently the last touchpoint model is the easiest to use.