The Attribution Relay

Multi-touch attribution isn’t just about counting conversions from different channels. It’s about figuring out how every step your customer took along the way brought them to that final decision. Every interaction, from clicking an ad to reading an email, plays a role. And it’s not just the destination that matters, it’s the whole journey leading up to it (because what goes around definitely comes around).

The challenge? Capturing and understanding each of these touchpoints. But when you do, multi-touch attribution allows you to track, analyse, and optimise the entire customer journey, showing how all the different channels work together to drive conversions. Rather than focusing only on the first or last click, multi-touch attribution gives you a clearer picture of what’s really happening at each stage.

When you’re running paid ad campaigns, a multi-touch attribution plan is essential (because ppc is just part of the bigger picture). It helps you see which touchpoints are performing best so you can optimise your ad spend and maximise returns. Whether you’re using Google Ads, LinkedIn, or another platform, understanding the entire customer journey is key to driving better results (so you can make the roundabout work for you again).

The Lead Journey is a Relay

As a B2B marketer, you are selling large ticket-size products like security or compliance tools or even marketing software. It's not as easy as selling a pair of shoes on Instagram. There isn't any instant gratification, which is why more often than not we feel lost in data. Our audience sees multiple ads, reads a few reviews, gets an email or two, and maybe visits the website a few times before deciding to even approach the product.

In a relay, all team members receive a medal for coming first, right? Imagine if only the last one to reach the finish line received a medal. Unfair, isn’t it?

Similarly, customer acquisition is a team effort from multiple channels guiding the user to the finish line. So, why only give credit to the last thing someone clicked before they bought the product?

You are missing out on seeing how all those other touchpoints helped along the way. Multi-touch attribution recognises that every interaction plays a role. It’s about spreading the credit and understanding how everything works together.

Choosing the Right Attribution Model

Here’s where it gets interesting. Not all attribution models are the same, and picking the right one makes a huge difference. there are two main types of models: rule-based and algorithmic.

Rule-Based Attribution Models

Rule-based models are straightforward. They work on predefined rules that say, “This touchpoint gets X amount of credit, and this one gets Y.” They’re easier to set up, but they can be a bit rigid.

Some rule-based models that are widely used:

If you're just starting out and need something with a smaller team, like a start-up or a small business diving into a multichannel approach, it is easy to implement and use. However, for an advanced business that uses different teams and channels across various products and segments, rule-based models are not great at capturing the subtleties of a real customer journey. So the journey can still feel incomplete.

Algorithmic Attribution Models

So, if you’re looking for something more accurate and advanced, algorithmic models are the way to go. These models don’t rely on set rules; instead, they use data to assign credit based on what really happened. They analyse customer behaviour and adapt as new patterns emerge (every turn on the journey is accounted for this way).

Here are some popular algorithmic models:

• Shapley Value: Based on a game theory, this model looks at how much each touchpoint contributes to the final conversion. It considers all possible combinations and assigns credit fairly.
• Markov Chain Model: This model looks at the likelihood of moving from one touchpoint to the next and assigns credit based on what would happen if you removed a touchpoint. It’s great for spotting where customers are likely to drop off. Use it to A/B test channels and content.
• Logistic Regression: It uses stats to calculate the likelihood of a conversion based on multiple touchpoints. This gives more flexibility in assigning credit, factoring in the type and order of interactions (it’s not just about a lap, it’s about how many).
• Survival Analysis: Originally from life sciences, this model helps track how long it takes to convert. It’s particularly useful for businesses with longer sales cycles

While these models are more precise, they require more data and expertise to implement However, the insight you get is worth it.

Multi-Touch Attribution for Growth Marketing

Attribution models aren’t just about measuring performance; they help you grow. Multi-touch attribution gives you detailed insights into your customer journey, allowing you to make smarter marketing decisions. Here’s how it can drive growth:

Challenges and Solutions

Of course, nothing is without its challenges. One of the biggest hurdles is getting accurate data. You need to track every touchpoint across all channels, but privacy restrictions and incomplete data can make this tricky.

To solve this, you’ll need solid systems in place to track customer interactions across devices and channels, which means investing in tools that allow for seamless data integration.

Then there’s the challenge of implementing the more complex algorithmic models. These require larger datasets and a bit more expertise to set up. But if you’re willing to put in the work (or work with a partner who specialises in multi-touch attribution like us), the results can be transformative.

Ready to take the next step? Multi-touch attribution gives you the insights you need to optimise your ad spend and grow your SaaS Business.

Say hello at hello@radialpath.com or fill out our contact form.

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