{"id":26468,"date":"2023-04-17T05:00:00","date_gmt":"2023-04-17T13:00:00","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26468"},"modified":"2023-07-06T08:22:08","modified_gmt":"2023-07-06T16:22:08","slug":"is-investing-in-multi-touch-attribution-worth-it","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/data-analytics\/is-investing-in-multi-touch-attribution-worth-it\/","title":{"rendered":"Is investing in multi-touch attribution worth it?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

For years, Amazon has only offered one way to measure the success of ad campaigns: last-touch attribution<\/a>. <\/p>\n\n\n\n

Under a last-touch attribution model, only the final<\/strong> touchpoint<\/strong> in an ad campaign gets credit for a sale. It doesn\u2019t matter how many of your ads a customer saw along the way\u2014the conversion only goes to that one ad. <\/p>\n\n\n\n

Since the release of Amazon Marketing Cloud<\/a> in 2021, however, it is finally possible to apportion credit to each of the ads that a customer interacted with along their journey.<\/p>\n\n\n\n

This is called multi-touch attribution<\/strong>, and it is a model I know firsthand. Before starting Intentwise, I was part of a group spending significant time building attribution models, including multi-touch attribution, and I have the battle scars to prove it.<\/p>\n\n\n\n

Many brands I speak to are excited to try out multi-touch attribution on Amazon\u2014but my advice to them is to pause before jumping in. Multi-touch sounds flashy, but it doesn\u2019t make sense for everyone. Here\u2019s how you\u2019ll know if it\u2019s right for you. <\/p>\n\n\n\n

What is multi-touch attribution?<\/strong><\/h3>\n\n\n\n

The promise of multi-touch attribution stems from the fact that the average shopper interacts with several ads before ultimately purchasing a product. <\/p>\n\n\n\n

Multi-touch attribution provides a more dynamic way to track how your ads influence that journey. Rather than attributing a sale to the last ad clicked, with multi-touch, all of the ads get some credit.  <\/p>\n\n\n\n

At its best, multi-touch attribution lets you discover new wins and losses from your ad campaign. Let\u2019s say you run a connected TV ad on a streaming service. When you use a single-touch attribution model, your conversion rate on the CTV ad is probably going to be quite low. Let\u2019s say it\u2019s .01%<\/strong>. <\/p>\n\n\n\n

Most likely, the bulk of your conversions came from a different<\/em> ad further down the funnel. Let\u2019s say you ran a series of Sponsored Products ads in Amazon search results that received conversion rates around 10% <\/strong>each. <\/p>\n\n\n\n

By just comparing those two conversion rates\u2014.01% vs. 12%\u2014you might say that the CTV ad was a failure and the Sponsored Products ad was a huge success. But what if you knew that 75%<\/strong> of the people who bought from the Sponsored Products ad first saw your CTV ad? <\/p>\n\n\n\n

Suddenly, that CTV ad looks like a critical touchpoint in the shopping journey. It gives you a new hypothesis to test: Just how important was that CTV ad? <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

What can multi-touch attribution unlock for your brand? <\/strong><\/h3>\n\n\n\n

Multi-touch attribution allows you to: <\/p>\n\n\n\n