Multi Touch Attribution

Imagine an e-commerce company launching a new product line. The marketing team employs various channels: an initial email campaign introducing the product, social media posts highlighting its features, search ads targeting specific keywords, and retargeting ads for users who visited the product page without purchasing. A customer first encounters the product through a Facebook ad, later clicks on a Google search ad when researching it, receives a follow-up email with detailed information, and finally makes a purchase after clicking a retargeting ad. With multi-touch attribution, the company can analyze each of these touchpoints to understand their role in the customer's decision-making process. This insight allows the marketing team to recognize that while the Facebook ad created awareness, the search ad drove interest, the email facilitated deeper engagement, and the retargeting ad sealed the purchase. As a result, they can allocate future marketing budgets effectively by investing in touchpoints that proved most influential, ensuring a higher return on their marketing spend.