Learn the basics of single touch attribution (STA) with Eulerian.
What is single-touch attribution?
Single-touch attribution is a method that attributes all credit for a conversion (e.g., a sale or lead) to a single marketing touchpoint (click or impression).
This means that no matter how many marketing interactions a customer may have with a brand, only one of them is considered responsible for conversion.
What are the benefits of Single Touch Attribution?
Single touch attribution offers several advantages:
Simplicity: It is easy to understand and implement, as it does not require complex algorithms.
Clarity: It provides a clear view of which channels or touchpoints (e.g., a paid marketing channel or a specific promotion) have the greatest immediate impact on conversions.
What are the most common single-touch attribution models?
Last-click attribution: Gives credit to the last marketing interaction before conversion, whether that interaction came from an organic or paid traffic source.
Last Paid Click Attribution: Gives credit to the last paid marketing interaction before conversion
First-click attribution: Gives full credit to the first interaction a customer had with the brand, whether that interaction came from an organic or paid traffic source.
First Paid Click Attribution: Gives full credit to the first paid interaction a customer had with the brand.
What are the challenges of single-touch attribution?
Some common challenges include:
Tunneled view: It does not take into account the entire customer journey, potentially neglecting other important interactions.
Overvaluation: It may overvalue certain channels while undervaluing others that play a crucial role in the conversion journey.
How does single-touch attribution compare to other methods?
While single-touch attribution focuses on a single touchpoint, other methods, such as multi-touch attribution (MTA), seek to distribute credit across multiple interactions along the customer journey.
Furthermore, more advanced methods like Marketing Mix Modeling (MMM) analyze the overall impact of different marketing initiatives on overall performance.