What are the most effective techniques for measuring marketing attribution?

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Marketing attribution is the process of identifying and assigning value to the different touchpoints that influence a customer's decision to buy from you. It helps you understand how your marketing channels and campaigns work together to drive conversions and revenue. But how do you measure marketing attribution effectively? Here are some of the most common and useful techniques that you can apply to your marketing operations.

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Gagan Arora

Vivo | Foodpanda | Cheil| Accenture | Pristyn
Suraj Dhakne

Programmatic Ad sales | Revenue Generation | Strategic Partnership | Ad Network Sales | Ad Operations @ FIRSTCRY
Vatsyayan Kishlay

Currently managing FINTECH Operations in IRCTC Payment Gateway Company. Oversaw Programmatic Advertising Operations…

1 First-touch attribution

This technique credits the first touchpoint that a customer encountered before converting. For example, if a customer first clicked on your Facebook ad and then later purchased from your website, the Facebook ad would get 100% of the attribution. This technique is simple and easy to implement, but it ignores the impact of other touchpoints along the customer journey.

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Gagan Arora

Vivo | Foodpanda | Cheil| Accenture | Pristyn
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First touch attributions are overly underrated and don't get enough credit for the conversions. For example, SEM does get the credit for conversion at cheaper costs but in reality, many brands receive searches for the brand or category on SEM after customer awareness campaign on Facebook/IG or any other display medium like TV. As a brand, if you spend large sums on brand awareness campaigns, then you should invest considerable part of tracking infrastructure to track first touch attributions otherwise last click channels will show higher efficiency but that will be a false insight.

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Vatsyayan Kishlay

Currently managing FINTECH Operations in IRCTC Payment Gateway Company. Oversaw Programmatic Advertising Operations of IRCTC and Indian Railway Website and Apps with more than 6 Billion Ad Impressions per Month.
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Additionally First touch attribution impact is correlated with the content and design of the creatives shown in Advertising. It is the first attracting factor for consumer buying intent.

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MANNY RIVERA

Chief Marketing Officer | MarTech | Salesforce Consultant | CRM | Board Member
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First-touch attribution is simple but overlooks later touchpoints' impact. It might undervalue other channels that contributed to the conversion. Consider a multi-touch approach for a more holistic view of the customer journey.

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Melih Oztalay

Melih Oztalay Improves Digital Marketing Results | $30M+ generated for clients | Helping businesses increase by 200% their website conversions by optimizing their landing pages & CTAs
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Marketing attribution identifies touchpoints driving conversions. Here are some ideas: Techniques include: - Last-Click and First-Click Attribution: Allocate 100% credit to the last or initial touchpoints. - Linear Attribution: Evenly distributes credit. - Time-Decay Attribution: Weighs recent touchpoints more. - Multi-Touch Attribution (MTA): Maps all user interactions across channels. I recommend Last-Click or Time-Decay Attribution as they simply assign credit to the final touchpoint or those closer to conversion. I find methods like first-click, linear, and MTA convolute the process. Choose one method and stay consistent. Your choice should align with your goals, data availability, and infrastructure.

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2 Last-touch attribution

This technique credits the last touchpoint that a customer encountered before converting. For example, if a customer first visited your blog, then signed up for your newsletter, and then purchased from your email, the email would get 100% of the attribution. This technique is also simple and easy to implement, but it overlooks the role of other touchpoints that nurtured the customer.

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Suraj Dhakne

Programmatic Ad sales | Revenue Generation | Strategic Partnership | Ad Network Sales | Ad Operations @ FIRSTCRY
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In my opinion the last touch attribution should get higher credit over first touch attribution since first touch usually takes place using awareness campaigns, where the KPIs are comparatively easier to achieve. For instance everyone may know that an xyz product exists but that doesn't guarantee sales/conversion.

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3 Linear attribution

This technique credits all the touchpoints that a customer encountered before converting equally. For example, if a customer visited your blog, clicked on your Facebook ad, signed up for your newsletter, and purchased from your email, each touchpoint would get 25% of the attribution. This technique is more holistic and fair, but it assumes that all touchpoints have the same influence on the customer.

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4 Time-decay attribution

This technique credits the touchpoints that a customer encountered before converting based on how close they were to the conversion. For example, if a customer visited your blog, clicked on your Facebook ad, signed up for your newsletter, and purchased from your email, the email would get the most attribution, followed by the newsletter, the Facebook ad, and the blog. This technique is more realistic and dynamic, but it may undervalue the importance of early touchpoints that generated awareness and interest.

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5 Position-based attribution

This technique credits the touchpoints that a customer encountered before converting based on their position in the customer journey. For example, if a customer visited your blog, clicked on your Facebook ad, signed up for your newsletter, and purchased from your email, the blog and the email would get 40% of the attribution each, while the Facebook ad and the newsletter would get 10% each. This technique is more flexible and customizable, but it requires you to define and prioritize the key touchpoints for your business.

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6 Data-driven attribution

This technique credits the touchpoints that a customer encountered before converting based on their actual impact on the conversion, using advanced statistical models and machine learning. For example, if a customer visited your blog, clicked on your Facebook ad, signed up for your newsletter, and purchased from your email, the attribution would be calculated based on how each touchpoint contributed to the probability of the conversion. This technique is more accurate and objective, but it requires more data and resources to implement.

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7 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?

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Levent (Leo) Askan

Marketing Communications at UserGuiding | SaaStock Istanbul Local Leader | 8+ Years Experience in B2B
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In B2B space, this is so challenging and there are tools focusing on that area. The ones that I have heard of are HockeyStack and Dreamdata.

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What are the most effective techniques for measuring marketing attribution?

1

2

3

4

5

6

7

1 First-touch attribution

2 Last-touch attribution

3 Linear attribution

4 Time-decay attribution

5 Position-based attribution

6 Data-driven attribution

7 Here’s what else to consider

Marketing Operations

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What are the most effective techniques for measuring marketing attribution?

1

2

3

4

5

6

7

1 First-touch attribution

2 Last-touch attribution

3 Linear attribution

4 Time-decay attribution

5 Position-based attribution

6 Data-driven attribution

7 Here’s what else to consider

Marketing Operations

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