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Mobile attribution

Success Hacks — 13 Mar 2024

Mobile Attribution Models: Unveiling the Options

Mobile Attribution Models: Unveiling the Options

If the term “attribution” leaves you perplexed, you’re not alone. Although you might possess a fundamental grasp of attribution, the emergence of new marketing channels and devices has complicated its interpretation. So, what does attribution truly mean? To gain a comprehensive understanding, let’s delve into its significance for your business and examine the evolution of attribution.

An attribution model refers to a set of rules or methodologies used to assign credit to different touchpoints in a customer’s journey that lead to a desired outcome, such as a conversion or a sale. The goal of attribution models is to help marketers understand and quantify the impact of each marketing channel or interaction on the overall conversion process. 

Attribution models are essential for allocating marketing resources effectively, optimizing campaigns, and making informed decisions about budget allocation. They provide insights into the customer journey by determining which touchpoints contribute the most to conversions. Different attribution models vary in their approach to distributing credit, and each has its own advantages and limitations.

Exploring First-Touch Attribution

First-touch attribution

First-Touch Attribution is a marketing attribution model that attributes the entirety of a conversion to the first touchpoint or interaction a user has with a brand or marketing channel. In essence, it credits the initial contact that introduced the user to the product or service. 

The core principle of First-Touch Attribution is to identify and acknowledge the first interaction that initiates a user’s journey towards a conversion. This model provides clarity on the entry point that set the conversion process in motion.

Advantages and limitations

There are main advantages of First-Touch Attribution:

  • Clarity in initial impact: by crediting the first touchpoint, marketers gain insights into the source that first captured the user’s attention and sparked their interest. 
  • Simplicity in analysis: First-Touch Attribution offers a straightforward approach to attribution, making it easier to analyze and interpret. This simplicity is advantageous, especially when dealing with a large volume of data.

Despite significant advantages, First-Touch Attribution has certain limitations:

  • Neglects subsequent touchpoints: a key consideration with First-Touch Attribution is its focus solely on the initial interaction. While it illuminates the starting point of the customer journey, it tends to neglect the influence of subsequent touchpoints that may have played a role in the conversion process. 
  • Oversimplification of customer journey: the model may provide an oversimplified view of the customer journey by attributing the entire conversion success to the first touchpoint. In reality, the path to conversion is often more complex, involving multiple interactions.

Despite the limitations of First-Touch Attribution, there are some circumstances in which a company should use it. For example, this model is a good choice if you are a new company that needs to invest in increasing brand awareness, you have a small marketing budget to play with, or have short sales cycles.

Understanding Last-Touch Attribution

Ladt-Touch Attribution

Last-Touch Attribution is a marketing attribution model that attributes the entire success of a conversion to the last touchpoint or interaction a user has with a brand or marketing channel. It places emphasis on the final touchpoint that directly precedes the conversion. The Last-Touch Attribution is needed to identify and credit the last interaction that led to the conversion. 

Advantages and limitations

There are general advantages of Last-Touch Attribution:

  • Clear endpoint focus: the primary advantage of this type of attribution is its clear focus on the touchpoint immediately preceding the conversion. This provides insights into the final step of the customer journey. 
  • Simplicity in analysis: similar to First-Touch Attribution, Last-Touch Attribution offers a straightforward approach, making it easy to analyze and interpret. This simplicity is advantageous, especially when dealing with large datasets.

Last-Touch Attribution has certain limitations:

  • Neglects initial interactions: a key consideration is its neglect of the impact of earlier interactions. While it provides clarity on the final touchpoint, it may oversimplify the customer journey by overlooking the role of initial engagements. 
  • Limited understanding of full journey: relying solely on Last-Touch Attribution may limit the marketer’s understanding of the complete customer journey. It might not capture the intricacies and multiple touchpoints that contribute to the conversion process.

Last-touch attribution has its place when you have established significant brand awareness, but struggle to convert prospects. The other case is when you have a fairly long sales cycle or when you don’t have a huge marketing budget.

Multi-Touch Attribution Models: Pros and Cons

Multi-Touch Marketing Attribution

Multi-Touch Attribution is a marketing attribution model that recognizes and attributes the success of a conversion to multiple touchpoints in the customer journey. Multi-Touch Attribution acknowledges that the path to conversion is often a series of interactions.

The Multi-Touch Attribution offers a holistic view of the customer journey by assigning credit to various touchpoints, recognizing their individual contributions.

Pros and cons

Pros of Multi-Touch Attribution: 

  • Holistic view of the user journey: Multi-Touch Attribution provides a comprehensive perspective, acknowledging the influence of various touchpoints throughout the customer journey. This holistic view is essential for understanding the full spectrum of user interactions. 
  • Better understanding of user behavior: by considering multiple touchpoints, businesses gain a more nuanced understanding of user behavior. This insight is invaluable for tailoring marketing strategies to align with the diverse ways users engage with the brand. 
  • Optimized resource allocation: the model facilitates optimized resource allocation by identifying the most impactful touchpoints. This helps in directing marketing budgets towards channels and strategies that contribute significantly to conversions.

Cons of Multi-Touch Attribution: 

  • Complexity in analysis: analyzing and interpreting data in a Multi-Touch Attribution model can be complex. The sheer volume of touchpoints and their interactions requires sophisticated tools and strategies for meaningful analysis. 
  • Challenge in credit distribution: determining how credit is distributed among various touchpoints poses a challenge. There is no one-size-fits-all approach to assigning credit, and finding the right balance is intricate. 
  • Resource intensive: implementing and managing Multi-Touch Attribution models can be resource-intensive. Businesses need robust analytics capabilities and technology infrastructure to effectively handle the complexity of attributing value to multiple touchpoints. 

Selecting the appropriate mobile attribution model hinges on the specific goals, industry, and user behavior of each business. Whether opting for the simplicity of First-Touch or Last-Touch Attribution or embracing the complexity of Multi-Touch Attribution, understanding the nuances of each model is essential. The right choice empowers businesses to not only attribute success accurately, but also optimize their marketing strategies for sustained growth in the ever-evolving mobile landscape.

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Daria Mamchenkova

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Daria is a dedicated Content Writer driven by her passion for crafting crystal-clear articles. Her passion lies in crafting articles that unravel complex concepts and make them easily digestible for readers. She is enthusiastic about acquiring new skills. Daria loves to explore the world of affiliate marketing, helping businesses and readers understand the intricacies of this industry.

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