How can you use multichannel attribution to measure your digital ad campaign's success?

1 What is multichannel attribution?

Multichannel attribution is a way of understanding how your customers interact with your brand across multiple channels and devices before they make a purchase or complete a goal. For example, a customer may see your ad on Facebook, click on it, visit your website, sign up for your newsletter, receive an email offer, and then buy your product. Each of these steps is a touchpoint that contributes to the conversion. Multichannel attribution helps you assign a value to each touchpoint, based on how much it influenced the conversion.

2 Why is multichannel attribution important?

Multichannel attribution is essential for measuring the return on investment (ROI) of your digital ad campaign and optimizing your marketing strategy. With it, you can identify which channels are most efficient in driving conversions and revenue, allowing you to allocate your budget and resources to the highest-performing channels and campaigns. Additionally, multichannel attribution lets you test and compare different models and rules to find the one that best meets your business goals and customer behavior. Ultimately, it helps you improve customer experience and retention by delivering relevant and personalized messages across channels.

3 How to choose an attribution model?

An attribution model is a set of rules that determines how much credit each touchpoint receives for a conversion. There are various types of attribution models that you can use, such as last-click attribution, which gives all the credit to the last touchpoint before the conversion; first-click attribution, which gives all the credit to the first touchpoint that introduced the customer to your brand; linear attribution, which gives equal credit to all the touchpoints in the customer journey; time-decay attribution, which gives more credit to the touchpoints that are closer to the conversion; and position-based attribution, which gives more credit to the first and last touchpoints. The best attribution model for your digital ad campaign depends on your business goals, customer behavior, and data availability. You can choose one model or combine several models, or even create your own custom model based on your specific criteria.

4 How to implement multichannel attribution?

In order to implement multichannel attribution, you need to have a consistent way of tracking and collecting data from your digital ad campaign across channels and devices. Tools such as Google Analytics, Facebook Analytics, or Adobe Analytics can help measure and analyze this data, while platforms like Google Ads, Facebook Ads, or LinkedIn Ads can be used to create and manage your digital ad campaign and integrate it with your analytics tools. To get started with multichannel attribution, you should first define your conversion goals and metrics, such as sales, leads, downloads, or sign-ups. Next, set up tracking codes and pixels on your website and landing pages to capture your campaign data. Then link your analytics tools with your ad platforms to import the data and match it with website data. After that, choose the appropriate attribution model or models based on business goals and customer behavior. Finally, apply the model or models to your campaign data and compare the results. Evaluate the performance and ROI of your campaign and channels based on the model or models you chose before adjusting your budget and strategy accordingly. Don't forget to test different scenarios and models!

5 How to optimize your digital ad campaign with multichannel attribution?

Multichannel attribution can be a powerful tool to optimize your digital ad campaign, providing valuable insights and recommendations. With it, you can identify the most effective channels and campaigns for your conversion goals and target audience, allocate budget and resources to the highest ROI and conversions, test and optimize ad creatives, messages, offers, and landing pages for each channel, segment and target customers based on their preferences, behavior, and interests, personalize content across channels to match customer needs and expectations, and retarget customers across channels to increase conversion rate and retention rate. Multichannel attribution can help measure success of the campaign while helping you achieve business goals and grow your brand online.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?