What is the difference between single touch and multi-touch attribution?

The key differences between single-touch and multi-touch attribution are:

Number of touchpoints credited

• Single-touch attribution gives 100% credit to one touchpoint (usually first or last click).

• Multi-touch attribution distributes credit across multiple touchpoints in the customer journey.

Complexity

• Single-touch is simpler to implement and understand.

• Multi-touch is more complex, requiring more sophisticated data collection and analysis.

Accuracy in representing the customer journey

• Single-touch provides a limited view, ignoring other influential touchpoints.

• Multi-touch offers a more comprehensive picture of how different interactions contribute to conversion.

Resource allocation insights

• Single-touch can lead to overemphasis on certain channels (e.g., search in last-click models).

• Multi-touch enables more balanced budget allocation across various marketing channels.

Data requirements

• Single-touch needs less data and simpler analytics.

• Multi-touch requires more extensive data collection and integration across channels.

Types of models

• Single-touch typically uses first-click or last-click models.

• Multi-touch has various models like linear, time decay, U-shaped, and algorithmic.

Applicability to complex customer journeys

• Single-touch is less effective for long, multi-channel customer journeys.

• Multi-touch is better suited for understanding complex, non-linear customer paths to conversion.

  
  

In summary, while single-touch attribution is simpler, multi-touch attribution provides a more nuanced and comprehensive understanding of the customer journey, albeit with increased complexity in implementation and analysis.