The 5 Types Of Multi-Channel Attributions.


If you’re like many marketers, you’ve probably been hearing a lot about multi-channel attribution lately.

Wondering what all the fuss is about? Or maybe you’re already using multi-channel attribution but want to learn more about how to make the most of it?

In either case, this post is for you. We are going to break down the types of multi-channel attribution and how to get the most out of each. Stay tuned!

What Is Multi-Channel Attribution?


Multi-channel attribution is the process of assigning credit for a sale or conversion to the various touchpoints in the customer journey.

In other words, it’s a way of determining which marketing channels are most effective at driving results.

There are several different models for multi-channel attribution, but they all share a common goal: to help marketers understand how their efforts are impacting the bottom line.

By understanding which channels are most effective, marketers can allocate their resources more efficiently and maximize their ROI.

Multi-channel attribution can be a complex topic, but it’s essential for any marketer who wants to optimize their campaigns for maximum results.

Types Of Multi-Channel Attributions.

1. Last Interaction Attribution.

As its name suggests, Last Interaction Attribution (LIA) gives full credit to the most recent touchpoint in the customer journey.

In other words, if a customer signs up for your service after clicking on an AdWords ad, LIA will attribute that conversion to AdWords.

This attribution model is often used by businesses that have a long sales cycle, as it can provide a more accurate picture of which marketing channels are most effective in driving conversions.

However, because LIA only looks at the last interaction, it can be susceptible to attribution bias. For example, if a customer sees an ad but doesn’t click on it, then later sees a different ad and clicks on that one before finally signing up for your service, LIA will attribute the conversion to the second ad even though both ads played a role in the customer’s decision-making process.

To get the most out of LIA, it’s important to use it in conjunction with other attribution models so that you can get a more holistic view of your marketing efforts.

2. First Interaction Attribution.

First interaction attribution is the process of attributing a conversion to the first touchpoint that a customer has with your brand.

To get the most out of first interaction attribution, businesses need to focus on creating strong first impressions and ensuring that their marketing efforts are well-coordinated.

First impressions are critical in influencing a customer’s decision-making process, so it’s important to make sure that your brand comes across as professional and trustworthy from the very beginning.

Furthermore, coordination between different marketing channels is essential to create a seamless customer journey.

By aligning your messaging and call-to-actions across all touchpoints, you can increase the likelihood of conversion and create a more positive brand experience.

When used effectively, first interaction attribution can be a powerful tool for driving growth and building brand equity.

3. Linear Attribution.

Linear attribution is a method of allocating credit for conversions to the various touchpoints in the customer journey.

Unlike other attribution models, which weight touchpoints differently, linear attribution gives equal credit to each touchpoint.

This can be useful for businesses that want to get a clear picture of the customer journey and how each interaction contributes to conversion.

To get the most out of linear attribution, businesses should track all touchpoints in the customer journey and ensure that each interaction is given equal weight.

This will give businesses a clear understanding of which interactions are most important to conversion and how they can optimize their marketing strategy to drive better results.

4. Time Decay Attribution.

Time Decay Attribution (TDA) is an analytical tool that can be used to measure the effectiveness of marketing campaigns.

It does this by assigning a “decay rate” to each customer, based on how long it has been since they last interacted with the campaign.

The decay rate is then used to calculate the expected value of each customer over time.

By understanding the decay rate, marketers can adjust their campaigns accordingly and ensure that they are getting the most out of their investment.

While TDA can be a valuable tool, it is important to remember that it is only one piece of the puzzle.

To make informed decisions, marketers must also take into account other factors such as customer lifetime value and customer acquisition costs.

5. Weighted Multi-Channel Attribution.

A weighted multi-channel attribution is an approach to marketing that assigns a weight to each touchpoint in the customer journey.

The weight is based on how close the touchpoint is to the conversion event.

For example, a customer who clicked on an ad and then made a purchase would have a higher weight than someone who saw an ad but didn’t click on it.

The goal of weighted multi-channel attribution is to give credit where credit is due and to help marketers understand which touchpoints are most important in the customer journey.

There are a few different ways to weigh the channels. The most common approach is to use linear weighting, which simply assigns equal weights to each touchpoint.

However, this approach doesn’t take into account the fact that some touchpoints are more important than others.

As a result, many marketers now use a non-linear weighting scheme, such as the Last Touch or First Touch methods.

These methods assign greater weights to the first and last touchpoints in the customer journey, respectively.

While there is no perfect way to weigh the channels, marketers can get the most out of weighted multi-channel attribution by using data-driven decision-making. By tracking conversions and attributing.


A multi-channel attribution is a powerful tool for understanding how customers interact with your brand.

By understanding which channels are most effective at driving conversions, you can focus your marketing efforts on the channels that produce the best results.

If you’re looking to get started with multi-channel attribution or want to improve your current setup, we can help.

Our team of experts has years of experience setting up and optimizing multi-channel attribution models for clients in a variety of industries.

Contact us today to learn more about how we can help you get the most out of your marketing investment.

Also: 8 Proven Ways Of Improving ROI With Content Personalization.

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