Multi touch attribution software#
In short, an attribution software solution provides visibility into the black box that is modern digital marketing.
Many multi-touch attribution tools are capable of mobile attribution tracking, though some are mobile-only and others desktop-only. Mobile attribution tracking involves collecting data from mobile touchpoints and tying customer actions at these touchpoints to the marketing campaign that created the engagement. In the example above, first-touch attribution would give all the credit for the final conversion to the Instagram ad, while last-touch would credit the paid search ad. General analytics tools, like Google Analytics, and ad platforms, like Facebook, can’t do multi-touch attribution, so they rely on first- or last-touch attribution, which only looks at singular, limited touchpoints. For example, is the Instagram ad that kicked off the customer journey more important than the paid search ad that ultimately led to a conversion? Attribution modeling will help you answer these types of questions.ĭedicated attribution tools usually use multi-touch attribution, which provides a broader look at the customer journey as a whole. Typically, their tracking mechanism is based on cookies, tags, or UTM (Urchin Tracking Module) code.Īfter data collection, attribution tools use it for attribution modeling, which determines the role of touchpoints in driving the final conversion.
What is attribution tracking?Īttribution tracking is how attribution tools collect data on customer touchpoints. They sit between your marketing tools and your website, app or other owned endpoints to determine which acquisition sources are driving conversion and provide you with a detailed, full-story picture of your customer journey. What is an attribution tool?Īttribution tools help you determine the success of your digital advertising campaigns and other marketing channels. What you need to know about attribution toolsīefore we dive into the attribution tools themselves, let’s take a step back to learn a bit about what they are, what they do, and where they fit within the larger marketing tech stack. If you already know quite a bit about the attribution space, skip down to our rundown of individual tools. In this blog post, we’ll provide a framework for evaluating attribution tools, cover the top players in the market, and discuss which tools might be best for you, based on your role, company size, and objective. You can collect customer data with our API, integrate one SDK, and then flip a switch to integrate new tools. We make it easier for you to try attribution, analytics, and optimization tools because you don’t have to integrate each SDK one by one. They all have different strengths and specialties and different price points, so before diving in, you should understand the context in which they operate. An attribution tool is the technology that makes this happen, but choosing the right one is no easy task. In digital marketing, attribution is the practice of deciding what gets credit for the final conversion.
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