Single Source Attribution vs Multi-Touch Attribution Models

What is the difference between single source attribution and multi-touch attribution models?

How do these models assign credit for conversions to marketing channels?

Answer:

Single source attribution and multi-touch attribution models differ in how credit for conversions is assigned to marketing channels.

Single source attribution models assign credit to a specific touch point along the buyer's journey, while multi-touch attribution models assign credit to multiple touch points based on their contribution to the final conversion. Single source attribution models were the first form of reporting, where credit was given to a single touch point. However, as technology advanced, multi-touch attribution became the new method of reporting.

In single source attribution models, one touch point receives credit for the conversion, while in multi-touch attribution models, each contributing channel receives a slice of credit for the final conversion. This difference allows marketers to better understand the impact of various marketing channels on the overall performance of a campaign.