In short, cross-channel attribution encompasses tracking user conversions from their original digital sources. When performing cross-channel marketing, companies use paid channels and organic channels, but it is important that when users are acquired or convert, they can be tied back to the channel (be it email, the mobile web, social media, or another channel) with precision, accuracy, and confidence.
Most companies use cross-channel marketing, which is why it is necessary to perform cross-channel attribution. In order to accomplish this, you need to use one unifying service to track attribution across each channel or aggregate attribution data from each individual channel and store it into one database. A cross-channel attribution provider will allow you to track and aggregate the attribution data across multiple channels in one central location.