I read product reviews and went to the product comparison website before making a purchase. So according to the linear model, all 7 touch points are equally important in my path to purchase. In the case of the Linear attribution model, all touchpoints get equal credit for the conversion.
Again this is simply not the case as there are 6 more channels in play. So according to the last touch model, direct traffic gets all the credit for conversions. In the case of the last-touch attribution model 100% credit for the conversion is attributed to the last touch. But this is not true.Īs you can see six other acquisition channels have also played an important role in my path to conversion. So according to the first touch model, my reading of the blog post gets all the credit for the conversion. In the case of the first touch attribution model 100% credit for the conversion is attributed to the first touch. Now consider I followed this conversion path: Similarly, if you are exposed to 4 marketing channels in your path to conversion then your conversion path will include four touchpoints.
So if you are exposed to one marketing channel in your path to conversion then your conversion path includes only one touchpoint. The exposure to a marketing channel during the path to conversion is known as interaction, touch or touchpoint. To learn more about these interactions types, read this article: View-through conversion tracking in Google Analytics Not All Touch Points Are Equally Valuable Click on a video ad: play, pause, and resume button.#4 ‘Rich media’ Interactions/Touch Points – it refers to the following types of interactions: #3 ‘Direct’ Interactions/Touch Points – it refers to unclicked non-text display ad impressions which resulted in direct conversions on your website. #2 ‘Click’ Interactions/Touch Points – it refers to non-text display ad clicks #1 ‘Impression’ Interactions/Touch Points – it refers to unclicked non-text display ad impressions Following are the new interactions (touchpoints) for GDN (Google display network) ads:
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