March 01, 2023
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Cross Channel Attribution and Marketing Quick Guide

In marketing, comprehending how various channels influence your results is paramount. Why?

As marketing continues to evolve with increasing numbers of channels and touchpoints, cross channel attribution becomes more critical than ever.
Lacking insight into cross channel attribution is like venturing into the unknown without guidance. To lead profitable marketing campaigns, invest money smartly, and achieve profit growth, you should understand the impact of various promotion channels on the final result.
In this article, we’ll share valuable expertise and applicable attribution methods to amplify your marketing success.

Cross Channel Attribution Marketing

Cross Channel Attribution Marketing Guide

What is Cross Channel Attribution in Marketing?

Cross channel marketing attribution is a strategy marketers use to understand the impact and contribution of each marketing channel to a conversion or sale. With the multitude of touchpoints that customers engage with before purchasing, such as email, social media, online ads, organic search, etc., it’s necessary to determine which channels are most effective and how they work in tandem.

How Does Understanding Cross Channel Attribution Benefit You?

Cross channel attribution isn’t just a buzzword; it’s the backbone of insightful, data-driven strategies. Delve into the following benefits to comprehend attribution’s profound impact on your marketing endeavors:

  1. Precision in Budget Allocation: Understanding cross-channel attribution lets you discern which channels offer the best ROI. It ensures that every dollar you invest is purposefully directed towards the most impactful avenues, maximizing profitability.
  2. Enhanced Customer Journey Insights: Mastering this domain provides a panoramic view of the customer’s journey. You’ll pinpoint the stages where customers engage most and identify potential friction points hindering conversions.
  3. Agile Marketing Decision-making: An adept grasp of cross-channel attribution equips marketers with real-time data. Quick, informed decisions become the norm, allowing dynamic strategy adjustments in changing market conditions.
  4. Competitive Edge: In a saturated market, knowledge is power. By understanding where your audience engages most, you can outpace competitors by delivering personalized content precisely when and where it matters most.
  5. Holistic Campaign Performance Evaluation: Instead of viewing channels in isolation, cross-channel attribution presents an interconnected web of touchpoints. Evaluating campaigns becomes comprehensive, considering the collective impact of all channels involved.
  6. Risk Mitigation: Every marketing channel comes with associated costs and potential returns. With a deep understanding of attribution, you can minimize reliance on underperforming channels, reducing financial risks and wasted efforts.
  7. Futureproofing Marketing Strategies: As digital landscapes evolve, relevant channels today might not be important tomorrow. Mastery in cross-channel attribution ensures you stay ahead of the curve, adapting and optimizing as new channels emerge and old ones transform.

9 Steps to Master Cross-Channel Marketing Attribution

Mastering cross channel marketing attribution is a dynamic process that requires consistent effort, learning, and adaptation.

Master Cross Channel Attribution Marketing

Following the 9 below, you’ll remain proactive and position campaigns for heightened success and deeper insights:

  1. Data Collection: Gather and centralize data from all marketing channels. Use tools like Google Analytics, Adobe Analytics, or specialized attribution software to aid the process.
  2. Define Clear Objectives: Set specific goals for your marketing campaigns; understanding what you seek to achieve will direct your attribution efforts effectively.
  3. Identify Key Touchpoints: Map out the customer journey and highlight the primary interactions or touchpoints that lead to conversions.
  4. Choose an Attribution Model: Start with basic models like ‘First Click’ or ‘Last Click’ and gradually experiment with more advanced ones like ‘Linear’, ‘Time Decay’, or ‘Algorithmic’ based on your campaign dynamics. (This step we’ll elaborate on further below.)
  5. Invest in Technology: Utilize platforms or software specifically designed for attribution. Systems like Multi-Touch Attribution (MTA) provide deep insights.
  6. Analyze Regularly: Attribution isn’t a set-it-and-forget-it task. Regularly analyze the data to identify patterns, successes, and areas for improvement.
  7. Test and Optimize: Run A/B tests on different channels to see how changes affect your attribution results. Adapt based on these findings.
  8. Stay Updated: The digital landscape is ever-evolving. Ensure you’re abreast of the latest trends, tools, and best practices in cross channel marketing attribution.
  9. Review and Adjust: As you implement your strategies, continuously revisit your attribution models and methodologies to ensure they align with your current goals and market realities.

Attribution Models in Marketing

Attribution models help marketers unravel the puzzle of a customer’s journey to a purchase. Use attribution models to assess various interactions, such as clicks, views, and engagements, to deduce which marketing tactic or channel played the most significant role in influencing a customer’s buying decision. Marketers use different attribution models to prioritize certain touchpoints in a consumer’s path.

Simply put, attribution helps you determine where to invest your marketing budget to achieve the best ROI.

Major Attribution Models in Marketing

Attribution models will help you identify which marketing strategy effectively drives customer actions, optimizing your investment and boosting ROI.

Major Attribution Models in Marketing

Last Click Cross Channel Attribution

Best used for short-term marketing campaigns to understand what prompted the final decision to buy. The Last Click Cross-Channel Attribution model offers insights into the customer’s purchase decision. Identifying the last touchpoint evaluates a campaign’s immediate impact on sales, guiding improvements for upcoming initiatives.

  • Characteristics: All the credit for the conversion goes to the last touchpoint the customer interacted with before purchasing.
  • Benefits: It’s a simple and straightforward attribution model you should use to understand the final push that led to a conversion.


Picture the journey of a shopper buying shoes. They see an advertisement on TV, then a social media post, and finally, click a Google ad to buy. In Last Click Attribution, only the Google ad gets credit for the sale. This method shows you what finally pushed a customer to buy.

First Click Attribution

First Click Attribution attributes all conversion value to a customer’s initial interaction with your brand, offering insights into top-performing channels for customer acquisition.

You should use First Click Cross Channel Attribution when your primary objective is to identify and optimize the channels bringing new prospects into your marketing funnel. It’s particularly beneficial when launching brand awareness campaigns or entering new markets, as it reveals the initial touchpoints that effectively catch the attention of potential customers.


Remember the shoe shopper? With First Click Attribution, the TV ad they first saw gets all the credit, regardless of the other ads they interacted with. It tells you what first caught a customer’s attention. This is your go-to if you want to understand how people first learn about your product.

Linear Cross Channel Attribution

Linear Cross Channel Attribution equally distributes conversion credit across all touchpoints in the customer journey, providing a balanced perspective that values each interaction consistently.

Use Linear Attribution when you aim to understand the collective impact of all your marketing efforts, especially if you believe every interaction is integral to guiding the customer toward conversion. Linear attribution guarantees that no single touchpoint is overlooked.


Every ad the shoe shopper sees—from TV to social media to Google—shares equal credit for the sale. It’s like saying each friend’s invitation was equally persuasive in your decision to attend a party.

Time Decay Attribution

Time Decay Attribution assigns greater credit to touchpoints nearer to the conversion and less to earlier interactions – the more recent the interaction, the more credit it gets. The model is ideal for marketers who see the concluding steps in the customer journey as the most impactful in driving conversions.

You should utilize Time Decay Cross Channel Attribution when you want to emphasize the increasing importance of interactions as they approach the point of conversion. It’s particularly apt for longer sales cycles or when promoting limited-time offers, as it highlights the marketing efforts that intensify purchase intent in the final stages, helping you focus on what’s most effective in closing a sale.


While the TV ad and the social media post the shoe shopper saw get some credit, the Google ad they clicked just before buying gets the most. It’s beneficial if you believe that what a customer sees or does closer to a purchase matters most.

Position-Based (U-shaped) Attribution

Position-Based (U-shaped) Attribution allocates the bulk of the conversion credit to the initial and final customer interactions (typically 40% each) and disperses the remaining 20% among intermediary touchpoints. This model underlines the significance of brand introduction and final persuasion, making it ideal for focusing on strong first impressions and impactful closing interactions.

You should opt for Position-Based Cross Channel Attribution when you believe both the start and end of your customer’s journey hold major influence. It’s particularly beneficial for product launches or rebranding efforts, where creating a robust initial impact and final persuasion are pivotal. You’ll allocate resources to optimize first encounters and decisive closing moments by spotlighting crucial touchpoints.


Let’s go back to the shoe shopper. They first see a TV ad, then a social media post, and finally, a Google ad. In this model, the TV and Google ads (beginning and end) are the most influential, with some credit given to the middle interactions. It’s like valuing the recommendation of a friend who first mentioned a book and another who raved about it just before you bought it.

Algorithmic or Data-Driven Attribution

This is the high-tech approach. Algorithmic or Data-Driven Attribution leverages sophisticated algorithms and machine learning to allocate conversion credit according to the genuine impact of each touchpoint.

You should use Algorithmic or Data-Driven Cross Channel Attribution when you have a lot of data from various marketing channels and want a dynamic solution that adjusts to evolving consumer behaviors.

It’s especially beneficial for complex campaigns with multiple touchpoints, as it analyzes real-time big data to pinpoint which strategies genuinely drive results. By harnessing this model, you ensure that your marketing decisions are grounded in comprehensive data analysis, maximizing your return on investment.


Using data from the shoe shopper’s journey, a computer algorithm determines how much each touchpoint (TV ad, social post, Google ad) contributed to the sale. It’s tailored to your specific business and audience, continuously adapting and offering a highly accurate view of your marketing’s effectiveness.

Benefits of Understanding and Using Attribution Models

John Wanamaker (1838-1922), a “pioneer in marketing” said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.

Benefits of Understanding and Using Attribution Models

Understanding and using attribution models is vital for improving marketing results and reducing the unknown and wasted half to a minimum. Here are seven major benefits you’ll experience from using marketing attribution models:

  1. Allocate Resources Wisely: Knowing which marketing channels or campaigns are most effective allows you to invest more in what’s working and reduce spending on what’s not.
  2. Comprehensive Insight: Attribution models give a clearer picture of a customer’s journey. Instead of just seeing the final interaction before purchase, you get a more holistic view of all the touchpoints influencing buying decisions.
  3. Optimize the Customer Experience: By understanding which touchpoints are most influential, you can refine and tailor the customer’s journey, making it more persuasive.
  4. Stay Ahead of the Competition: In the fast-paced world of digital marketing, those who leverage data effectively have a competitive edge. Using attribution models ensures you’re making data-driven decisions.
  5. Increase ROI: By focusing on the most effective channels and strategies, you’ll achieve better results with the same or less investment.
  6. Flexibility and Adaptability: As market dynamics change, so do customer behaviors. Regularly revisiting and adjusting your attribution model helps you stay in tune with changes and adapt your strategies accordingly.
  7. Avoid Wasted Efforts: Without proper attribution, you’ll spend time and resources on marketing strategies that don’t contribute to your end goals.

Understanding attribution models is similar to having a GPS for your marketing journey. It guides you on the right path, ensuring you don’t take unnecessary detours, and helps you efficiently reach your destination (improved sales and brand recognition).

Creation of Attribution Models:

  1. Identifying Touchpoints: Before creating an attribution model, marketers map out the typical touchpoints a customer interacts with on their journey, such as ads, emails, webpages, social media posts, etc.
  2. Defining the Goal: The goal of the attribution model dictates how credit is assigned. For instance, if a business wants to understand which touchpoint is most effective in closing sales, they lean toward the Last Click model.
  3. Choosing a Model Framework: After defining goals and touchpoints, a business will choose or create a model that aligns with its objectives. This could be one of the standard models like First Click, Last Click, Linear, etc., or a custom model tailored to specific needs.
  4. Gathering Data: Big data from analytics tools, CRM systems, and ad platforms is compiled to track customer interactions with various touchpoints.
  5. Implementing and Testing: Once a model is chosen, it’s periodically tested and adjusted based on performance results and evolving business goals.
  6. Continuous Refinement: Especially with Algorithmic or Data-Driven Attribution, the model refines its attributions as more data is gathered, ensuring the model stays relevant and accurate.

Who Uses Attribution Models:

  1. Digital Marketers use attribution models to understand which digital campaigns or channels are most effective in driving conversions or other desired actions.
  2. E-commerce Businesses use models to track which marketing strategies lead to online sales.
  3. Brick-and-Mortar Retailers employ attribution models to gauge the effectiveness of online-to-offline marketing campaigns.
  4. B2B Companies often have long sales cycles with multiple touchpoints. Attribution models help understand which interactions are most influential in the sales process.
  5. Advertising Agencies use models to demonstrate campaign efficacy to their clients and refine strategies.
  6. SEO and Content Marketers: To understand which organic search terms or content pieces drive conversions.
  7. Data Scientists and Analysts might be tasked with creating custom, data-driven attribution models for complex customer journeys.

Any business or professional wanting to measure marketing efforts’ impact across multiple channels or touchpoints will benefit from using an attribution model.

After mastering cross channel attribution in marketing, you’re perfectly poised to transition to cross channel marketing. Why?

Attribution provides a foundational understanding of how each marketing channel performs and influences the customer’s journey to conversion. With this knowledge in hand, you’re better equipped to integrate and coordinate messages and strategies across multiple channels in a unified manner.

Cross channel marketing is about delivering a consistent and seamless experience for consumers across these platforms. Thus, having clear insights from attribution ensures you’re not just broadcasting messages but strategically engaging with your audience at the right place and time.

What is Cross Channel Marketing?

Cross channel marketing is a strategy that uses multiple channels to reach the target audience. The goal is to create a smooth, consistent experience for the customer. This will lead them to take a desired action, like making a purchase.

Here’s what a typical cross-channel marketing campaign looks like:

Channel 1 – Email: A personalized email sent to subscribers with a 20% discount on the new collection

Channel 2 – Social Media: A series of Instagram and Facebook posts showcasing the new activewear

Channel 3 – Website: A dedicated landing page on the retailer’s website with information on the new collection and a call-to-action to shop now

Cross-channel marketing is different from omni-channel marketing. Each marketing effort follows a logical progression, unlike with omni-channel.

The 5-Step Ultimate Guide to Cross-Channel Marketing

In this guide, we’ll take you through the 5 essential steps to creating a cross-channel marketing campaign that gets results.

1. Take a data-based approach to decision-making

Data is king when it comes to marketing. Before you start your cross-channel marketing campaign, gather all the data you can about your target audience. It should include their buying habits and behaviors before, during, and after the purchase (post purchase phase).

Analyze data from a variety of sources and channels, including:

  • website’s analytics
  • information you get from social media
  • customer feedback.

Choose metrics that align with your marketing goals, such as:

  • social media engagement
  • clicks
  • conversion rates
  • customer satisfaction score
  • cart abandonment rate

You can use data visualization tools and statistical analysis. They will make sense of the data and identify trends and patterns.

This information will help you make informed decisions about which channels to focus on and what kind of content to create.

2. Create realistic customer personas to work from

A customer persona is a fictional representation of your target audience. It helps you understand your ideal customer. You can then learn their goals and motivations.

Creating customer personas ensures that your cross-channel marketing campaign matches your target audience.

Here’s how to create a useful customer persona using the data collected in Step 1:

  1. Identify common characteristics

Start by gathering the data. After that, look for patterns and common characteristics among your target audience. These could be age, income, interests, and purchase behavior.

  1. Create a detailed profile

Create a detailed profile of the persona using the information you’ve generated. The profile should include things like demographic information, goals, motivations, and pain points.

  1. Give the persona a personality

Make the persona relatable by giving them a personality and backstory. This will help you understand and connect with your target audience on a deeper level.

You will use the customer persona as a guide for your marketing strategy. It should influence your content creation and product development. You can also use it for communication with your target audience.

3. Use smart content to personalize customer experiences

Personalization is key in cross-channel marketing. Use data-driven insights to create smart content that speaks directly to your customers

Smart content is a type of marketing content that changes based on specific triggers or criteria. These could be a customer’s behavior or preferences. The goal of smart content is to provide a personalized experience for each customer. It does this by tailoring information to their specific needs and preferences.

For example, you can use smart content in your email. It will show a customer’s name in the subject line or show them products based on their browsing history.

Personalized content helps build trust and drives engagement. Here are some common types of marketing personalization you can try:

  1. Demographic personalization – Uses demographic information such as age, gender, location, and interests.
  1. Behavioral personalization – Uses customer’s behavior, such as website activity or purchase history.
  1. Contextual personalization – It is based on the context in which it is delivered. Factors include location, time of day, or weather conditions.
  1. Psychological personalization – Relies on a customer’s psychological traits and motivations. It could be their values and personality.
  1. Social personalization – Uses a customer’s social media activity, such as their likes, comments, and shares.

4. Optimize for multiple key performance indicators (KPI)

There are a number of KPIs you can use to measure the success of your cross-channel marketing campaign.

Here are some key metrics to consider when measuring cross-channel marketing:

  • Reach

The number of people who have been exposed to your marketing message across all channels.

  • Engagement 

The level of interaction and involvement a customer has with your marketing message. It could be via clicks, likes, shares, etc.

  • Conversion Rate 

The percentage of customers who take a desired action, such as making a purchase or filling out a form.

  • Customer Lifetime Value

The estimated total revenue a customer will generate for you. It covers the course of your relationship.

  • Return On Investment (ROI)

The amount of revenue generated from your marketing efforts compared to the cost of those efforts.

By measuring these key metrics, you can understand the impact of your campaign. This will help you decide how to optimize and improve your strategy in a smart way.

5. Refine your strategy and repeat

Now, your cross-channel marketing campaign is up and running. It’s important to keep tweaking and improving your strategy. Analyze your data, listen to customer feedback, and make adjustments as needed.

The goal is to create a cross-channel marketing campaign that gets better with each iteration. That way, you’ll reach more customers and drive more sales.


Cross channel attribution marketing is a powerful tool for modern businesses. By following our guide, you will create a campaign that gets results.

We recommend using cross-channel integration solutions and dashboards. They will make your work ten times easier. Some of the top tools include Hubspot, Google Analytics, and Marketo. The best one for you will depend on your specific needs, budget, and marketing goals.

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