The Importance of Multi-Touch Attribution: An Illustration


Post by Angela Arnfelt, Media Director, and Brent Kruschke, Account Director

A Performics client had a goal to sell a product with a large order value. Realizing this product is significantly researched by the consumer prior to purchasing, Performics sought to find a way to properly show the value of multiple touchpoints on a user’s path to conversion.

While it is convenient to attribute credit to the digital touchpoint prior to a conversion (in the below example, a brand search click), there are often valuable insights gained by examining the entire consumer journey.

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How long do customers take to convert?

The following table compares the number of days from the time of a user’s first digital interaction to the time that person converts.

Over 30% of users that converted viewed or clicked on paid search and/or display ads for a period of over 30 days before purchasing.

1

How many touch points are hit prior to conversion?

Over 37% of users that purchased had 12 or more digital interactions or touchpoints.

2

What does this mean?

  • Many touchpoints along a consumer’s path to conversion ultimately contribute to that conversion.
  • Over 30% of users that converted on the large-scale purchase were interacting with paid search and/or display ads for a period of over 30 days before submitting their lead.
  • Over 37% of users that purchased had 12 or more digital interactions or touchpoints.

To summarize, our findings show that users are thoroughly researching before converting for a large-scale purchase. A significant portion of users who convert, research for a 30+ day period, and interact with 12 or more digital touchpoints along the way.


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