What is cross-channel attribution?
Cross-channel attribution is a holistic marketing measurement strategy that assigns credit for conversions across multiple channels. This is done by tracking the customer journey and identifying which channels were involved in each conversion. It helps marketers understand how their marketing campaigns perform and optimize their spending.
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.