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Cross-Channel Marketing Attribution
The process of determining which marketing efforts across various channels contribute to a sale, helping to optimize marketing spend.
Implications
The process of assigning credit for conversions or sales to the various marketing channels involved in a customer�s journey, helping to understand the effectiveness of each channel and optimize marketing spend.
Example
Example: An e-commerce company uses cross-channel marketing attribution to determine how much credit should be given to its social media, email, and search engine marketing efforts for driving sales.
Related Terms
Different from last-click attribution, which gives all credit to the final interaction, cross-channel attribution considers the role of all channels involved in the customer journey.
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