Introduction
In our work, we often see companies crediting conversions only to the last click. However, a user goes through multiple touchpoints before purchasing or filling out a form. Understanding cross-channel attribution allows you to gain a complete view of the customer journey and optimize your advertising investment across all your Google Ads campaigns .
In this article, we explain how multi-channel attribution works and why it's crucial for driving your purchase funnel.
What is multi-channel attribution?
Multi-channel attribution is the process of distributing credit for a conversion across multiple channels and interactions that contributed to that conversion.
Unlike last-click attribution, which only considers the last interaction, this approach considers the entire path taken by the user.
Google explains in its attribution guide that several models are available: linear, time-decreasing, position-based, or data-driven attribution .
Why it's important for your sales funnel
In the marketing funnel, your prospects go through several stages before converting:
|
Stage |
Example of interaction |
Example campaign |
|---|---|---|
|
TOFU (top of the funnel) |
Watch a video ad on YouTube |
|
|
MOFU (middle) |
Click on a Display ad and visit your site |
|
|
BOFU (low) |
Enter a specific query and click on your Shopping ad |
By using multi-channel attribution, you understand the contribution of each stage and can adjust your budget and messaging accordingly.
The main attribution models
-
Last click : All credit goes to the last interaction.
-
Linear : Each interaction receives equal credit.
-
Position-based : More credit to first and last interactions.
-
Decreasing over time : Interactions closest to conversion receive more credit.
-
Data -driven : Google Ads automatically attributes credit based on actual user behavior.
How to leverage multi-channel attribution
|
Stage |
Objective |
Best practices |
|---|---|---|
|
Set up conversion tracking |
Collect comprehensive data |
Use Google Tag Manager and validate tags |
|
Choosing an appropriate attribution model |
Better distribution of credit |
Test the data-driven model for more accurate insights |
|
Analyze multi-channel reports |
Understanding the customer journey |
Using Reports in Google Analytics 4 |
|
Adjust budgets |
Optimize your investments |
Allocate spending based on the channels that actually contribute |
Direct impact on your campaigns
By applying multi-channel attribution, you can:
-
Discover that a Display campaign plays a key role in the consideration phase, even if it doesn't generate direct conversions.
-
Identify keywords and audiences that drive sales, even without a final click.
-
Adjust your bids and budgets accordingly to maximize overall return.
Expert support
We help our clients properly set up their conversion tracking and interpret attribution reports. As a certified Google Partner , we implement multi-channel strategies and optimize campaigns for each stage of the funnel.
Conclusion
Multi-channel attribution gives you a complete view of the buying journey and allows you to allocate your investments more strategically. By understanding the role of each interaction, you can improve your campaigns and align your marketing efforts across the TOFU, MOFU, and BOFU funnel. To go further and take full advantage of these insights, discover our Google Ads services and optimize your strategy today.
