Your customers can have numerous journey touchpoints with your brand before ever making a conversion, which would mean a purchase, a download, or a signup. You might have an idea what landing page your customers converted on, but it might be useful to know the sites and social media posts and content that influenced their decision to purchase. These touchpoint know-hows are advantageous in marketing budget allocation so you can amplify return on investment.

Your customers' long journey between the first touchpoint and the last touchpoint need not be difficult for marketers to gauge through the use of Attribution modelling, which are a set of rules for delegating credit to the various customer interaction/touchpoints within the conversion route.

Attribution can be categorized into Multi-Touch Attribution and Single-Touch Attribution.

Single-touch attribution gives full conversion credit to a single marketing touchpoint. Although a customer watched 15 ads before converting, single-touch attribution will pin down that one ad out of the 15 ads that warrants conversion credit.

While single-touch attribution only assigns credit to a single marketing touchpoint, multi-touch attribution surmises that every touchpoint takes part in some role in driving a conversion.

Accessing the Attribution Page

To go to the Attribution page, click Explore on the left pane and select Attribution from the New Analysis options pane that slides out on the right.