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The Decline of ‘Last Click Attribution’: Why Multi-Touch Attribution Matters More Now
You could be missing out on valuable information if you are measuring your sales attribution based on the last place your customer clicked before they converted. Attribution is evolving and in this new data-driven digital world, multi-touch attribution is important to understanding your customer.
Last click attribution attributes sales to the last platform your customers interacted with before they became a customer, while multi-touch attribution tracks every touch point, taking it into consideration to determine what your customer interacted with throughout their purchasing journey.
Using last-click attribution is more guess work, as you hope you replication an action your customer took without knowing how they got there, if they paused, or what made them go ahead and make the purchase.
With vast amounts of data, we now understand customers journeys. Understand customer journeys is vital as your customers won't make high price purchases without conducting a lot of research.
Multi-touch attribution is a major development in the digital marketing world, but it also has its fair share of challenges. In order to benefit from multi-touch attribution, it's essential you follow each individuals journey to conversion to fully understand your customers purchasing journey.
It's also important to remember that any attribution is not going to be one hundred percent accurate at all times. You cannot track users using private search engines, but with multi-touch attribution, you gain more information than last click attribution, meaning it tends to be more accurate.
If you haven't already transitioned to multi-touch attributions, then you should start focusing on that right away to gain a competitive edge. Last click attribution is on the decline. An important thing to bear in mind is to ensure your entire team is working towards the same goal.
When you have a clear goal in mind, you can identify touch points and platforms that achieve the best results, reducing marketing budget wastage. Multi-touch attribution has evolved considerably, enhancing digital marketing efforts.
Remember, don't only focus on digital marketing, take any offline and in-person contact with the customer into consideration in your data collection strategy.
Transitioning from last click attributions to multi-click attributions is a game changer, not only for businesses, but also for customers. Your brand will know your customer, building stronger relationships and increasing sales, while customers feel their needs are better served. Are you ready to transition to multi-touch attribution? Get in touch with our team at Genie Crawl now to find out more.
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