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When Should I Switch From Single-touch (first Or Last Click) To Multi-touch Attribution? |
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Answer» Single-touch attribution is TYPICALLY sufficient for companies that have short sales cycles (e.g. most B2C companies), companies that don’t use very many DIFFERENT marketing channels, or don’t spend very much on marketing. However, when your marketing team is SPENDING thousands of dollars every MONTH on paid media or when you are using multiple marketing channels or have sales cycle that lasts weeks or longer, multi-touch attribution becomes really POWERFUL and necessary. Single-touch attribution is typically sufficient for companies that have short sales cycles (e.g. most B2C companies), companies that don’t use very many different marketing channels, or don’t spend very much on marketing. However, when your marketing team is spending thousands of dollars every month on paid media or when you are using multiple marketing channels or have sales cycle that lasts weeks or longer, multi-touch attribution becomes really powerful and necessary. |
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