Analytics
Multi-Channel Attribution
Multi-channel attribution is the process of assigning conversion credit across all marketing channels a customer interacted with before converting. It provides a holistic view of how different channels work together to drive results.
Examples
A multi-channel attribution analysis reveals that social media and display ads initiate 60% of eventual conversions, even though search gets most last-click credit.
Best Practices
Unify tracking across all channels with consistent UTM conventions, compare multiple attribution models to understand channel roles, and supplement with incrementality tests for validation.