Click attribution has always been a pain point for advertisers. Once you have more than just one digital advertising channel that targets the same user in their journey, understanding which of the ads actually drives customer decision towards a purchase is not a trivial question. Moreover, it becomes completely irrelevant if the marketing mix includes traditional advertising channels with no click data, such as print ads, TV or radio.
While the most common and easily implemented approach is to attribute the conversion to the last click, this method contains many flaws. If we try to compare the efficiency of different channels using this method, we will inevitably see that it is biased towards high-intent channels such as Google search, while neglecting the role of the top-funnel ads such as YouTube video ads. Multi-touch attribution modelling is a technique that was called to address this dilemma by assigning true weights to every marketing touchpoint of customer journey.
Have you ever noticed that conversion numbers across different channels sometimes just don’t add up?
The increased pressure on advertising platforms related to consumer privacy such as the introduction of IOS14 has led to a situation where channel-specific performance reports may favor a certain source of conversions such as Google or Facebook, leaving the advertisers without any ability to prove it. Multitouch first-party attribution models (MTA’s) are meant to help the advertiser overcome this issue and identify the true value each digital marketing channel brings, using the first- and last- click, linear and U-shaped attribution methods.
Ven MTA relies on the data from first-party web conversion events and NOT third party pixels or tags, eliminating the risk of double attribution.