Single-Touch vs. Multi-Touch
Marketing Attribution

Single-Touch Versus Multi-Touch Attribution: Which Is Right for You?

With multiple channels and platforms, there are many touchpoints that your customers interact with. In order to make sense of your marketing effort, which attribution model should businesses use?



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Date Published: 16th Jan 2023

17 min read


Subhadeep Bhattacharjee
Content Writer
Subhadeep Bhattacharjee is a content writer who follows the world of technology and business. With a passion for both cutting-edge tech and the fascinating world of business, he is on a mission to explore the intersection of these two worlds and share his opinion. When not poring over the latest advancements in AI, marketing automation, and cybersecurity, he is following cricketing action from around the world.

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Frequently Asked Questions

Marketing attribution is a method used by marketers to determine the effectiveness and role of various marketing touchpoints in leading to a conversion. It helps analyze and measure the impact of different channels and campaigns in order to optimize marketing efforts.

The types of single-touch attribution models are:
First-Touch: Assigns 100% credit to the first touchpoint in the customer's buying journey.
Last-Touch: Assigns 100% credit to the last touchpoint before conversion.
Last Touch Non-Direct: Assigns 100% credit to the last non-direct touchpoint before conversion.

The most widely used multi-touch attribution models are:
Linear Attribution: Divides credit equally among all touchpoints in the buyer's journey.
U-Shaped Attribution: Assigns 40% credit each to the first and last touchpoints, with the remaining credit to other touchpoints.
W-Shaped Attribution: Allocates 30% credit each to the first, last, and opportunity creation touchpoints, with 10% credit to remaining touchpoints.
Time Decay Attribution: Gives more credit to touchpoints closer to the conversion, focusing on the impact of the marketing campaign on leads at the bottom of the funnel.
Custom Attribution: Combines two or more attribution models to create a customized approach based on specific needs.

A business should consider using a single-touch attribution model if it has a short and uncomplicated sales cycle, targets distinct customer groups on different channels, or wants to focus on specific touchpoints in the buying journey.

A business should consider using a multi-touch attribution model if it has a longer sales cycle, particularly in industries like B2B, where deeper insights into the customer's journey are necessary. Multi-touch models are also suitable for recurring revenue businesses and when tracking ongoing customer engagement is important.

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