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Single-Touch Attribution

Note: To effectively implement Single Touch Attribution (STA), ensure your data tracking and marketing analytics are set up correctly. For support, please reach out to [email protected].

1. Introduction

Single Touch Attribution is a fundamental method in marketing attribution that assigns 100% credit for a conversion to a single touchpoint in the customer journey. This guide provides an in-depth exploration of Single Touch Attribution methodology, focusing on its two primary types: First Touch and Last Touch.

2. Types of Single Touch Attribution

2.1 First Touch Attribution

First Touch Attribution gives full credit to the first interaction a customer has with your brand before converting.

Formula:

Conversion Value = First Interaction Value

2.2 Last Touch Attribution

Last Touch Attribution assigns all the credit to the final touchpoint before conversion.

Formula:

Conversion Value = Last Interaction Value

3. How Single Touch Attribution Works

The process for both First Touch and Last Touch Attribution involves several key steps:

  1. Data Collection:
    Gather data on all customer interactions across various channels. This can be done by setting up Lifesight Pixel or connecting your Shopify store.

  2. Define Attribution Period:
    Set the lookback window or attribution window. This is the time period before a conversion during which touchpoints are considered for attribution.

    • For example, a 30-day attribution window means only touchpoints within 30 days prior to the conversion are considered.
    • The attribution period can vary based on the typical sales cycle length, product type, or industry norms.

  3. Touchpoint Identification:

    • For First Touch: Identify the initial interaction for each converted customer within the attribution period.
    • For Last Touch: Determine the final interaction before each conversion within the attribution period.

  4. Credit Assignment:
    Assign 100% of the conversion value to the identified touchpoint.

  5. Analysis:
    Aggregate data to understand which channels are performing best according to the chosen model.

  6. Reporting:
    Generate reports and visualizations to communicate findings.

Example of Attribution Period Impact:

Consider a customer journey over 45 days:

  • Day 1: Clicked on a Google Ad
  • Day 20: Visited via organic search
  • Day 40: Clicked on a Facebook Ad
  • Day 45: Made a purchase

With a 30-day attribution window:

  • First Touch Attribution: Organic search gets 100% credit (Google Ad is outside the window)
  • Last Touch Attribution: Facebook Ad gets 100% credit

With a 60-day attribution window:

  • First Touch Attribution: Google Ad gets 100% credit
  • Last Touch Attribution: Facebook Ad gets 100% credit

This example illustrates how the choice of attribution period can significantly affect which touchpoint receives credit for the conversion.

5. Data Requirements

To effectively implement Single Touch Attribution, you need:

  1. User Identifiers: Consistent user IDs across touchpoints.
  2. Touchpoint Data: Information about each interaction (timestamp, channel, campaign, etc.).
  3. Conversion Data: Details about the conversion events (type, value, timestamp).
  4. Channel Information: Comprehensive data about all marketing channels and campaigns.
  5. Time Window: Defined attribution window for associating touchpoints with conversions.

6) Advantages and Limitations

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7. Use Cases and Industry Applications

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8. Examples and Edge Cases

8.1 Standard Example: E-commerce Purchase

User Journey:

  1. Clicks on a Google Ad (Day 1)
  2. Visits via organic search (Day 3)
  3. Clicks on a retargeting display ad (Day 5)
  4. Purchases after clicking an email (Day 7)

First Touch Attribution: Google Ad gets 100% credit
Last Touch Attribution: Email gets 100% credit

8.2 Edge Case: Multiple Purchases in One Session

User Journey:

  1. Clicks on a Facebook Ad (Day 1)
  2. Browses website, adds items to cart, but doesn't purchase (Day 1)
  3. Returns via direct traffic (Day 5)
  4. Makes two separate purchases in the same session (Day 5)

Methodology:

  • First Touch: Facebook Ad gets 100% credit for both purchases
  • Last Touch: Direct traffic gets 100% credit for both purchases

Challenge: Determining if the direct traffic should get full credit for both purchases or if it should be split.

8.3 Edge Case: Cross-Device Attribution

User Journey:

  1. Sees and clicks a mobile app ad on their smartphone (Day 1)
  2. Visits the website on their desktop computer (Day 3)
  3. Makes a purchase on their tablet (Day 5)

Methodology Challenge:

  • Accurate cross-device tracking is crucial for correct attribution.
  • If cross-device tracking is not implemented, this journey might be seen as three separate user journeys, leading to incorrect attribution.

8.4 Edge Case: Long Sales Cycle with Multiple Touches

User Journey (B2B SaaS product):

  1. Attends a webinar (Month 1)
  2. Downloads a whitepaper (Month 2)
  3. Attends a product demo (Month 3)
  4. Has multiple calls with sales team (Months 4-5)
  5. Signs contract (Month 6)

Methodology Consideration:

  • First Touch: Webinar gets 100% credit
  • Last Touch: Final sales call gets 100% credit
  • Challenge: The long sales cycle and multiple meaningful interactions make single touch attribution less representative of the true customer journey.

8.5 Edge Case: Offline and Online Interaction Mix

User Journey:

  1. Sees a TV ad (Day 1)
  2. Searches online and visits website (Day 2)
  3. Visits physical store (Day 3)
  4. Makes an online purchase (Day 4)

Methodology Challenge:

  • Tracking the offline touchpoint (TV ad and store visit) and connecting it to the online journey is complex.
  • Without proper offline-online connection, the First Touch might incorrectly be attributed to the online search.

9. Conclusion

Single Touch Attribution, whether First Touch or Last Touch, offers a straightforward approach to understanding marketing impact. While it has limitations, especially in complex, multi-touch customer journeys, its simplicity makes it a valuable tool for quick insights and decision-making in many scenarios.

The key to effective use of Single Touch Attribution lies in understanding its methodology thoroughly, implementing it correctly, and being aware of its limitations and potential edge cases. By following the best practices and avoiding common pitfalls outlined in this guide, marketers can leverage Single Touch Attribution as part of a comprehensive attribution strategy to gain valuable insights and drive improved marketing performance.

Updated about 2 months ago