What are the disadvantages of multi-touch?

Multi-touch attribution is the foundation of digital marketing measurement, yet like all measurement methodologies, it has some limitations.

The limitations of multi-touch attribution include:

1. Data Collection Challenges: Collecting every touchpoint at a user level across all channels is challenging. This is for a variety of reasons and continuously becoming more limited.

2. Limited Scope: Multi-touch attribution focuses on digital touchpoints and may not account for offline interactions, such as word-of-mouth, in-store visits, or traditional media like TV and radio. This limitation can result in an incomplete picture of the customer's journey.

3. Doesn't Measure Causation: Multi-touch attribution doesn't measure causation, it merely assigns credit based on correlation.

To overcome these limitations, it is best to combine multi-touch attribution with incrementality tests. At WorkMagic our Incrementality-adjusted Attribution does just that, making it simple to launch incrementality tests and optimize for incrementality.