How Attribution Modeling Impacts Retail Marketing Campaigns – Video

By Tinuiti Team

Multi-Channel Attribution Modeling 

In Google Analytics, conversions and ecommerce transactions are credited to the last campaign, search, or ad that referred the user when he or she converted. Most retailers can agree that a large portion (if not all) of their marketing budget will be devoted to their online business.

In response to the vast landscape and multiple touchpoints within an online purchase such as email, social media, SEO and PPC – it’s important to understand how each of these channels relate and support each other throughout the shopper’s journey.

Two questions most retailers ask:


The Multi-Channel Funnel reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.

Even though a purchase is made via a Google search, customers could have been introduced to a brand via a blog or while searching for specific products and services.

It’s imperative for retailers to know which marketing channels or campaigns are having the most impact on their customers. By dissecting the pathways that customers take to discover and make a purchase, retailers can better inform their budget and marketing strategy.

Multi-Channel Attribution & Marketing

In the video below, Tien Nguyen, Director of Technology at CPC Strategy explains:


Attribution & Multi-Channel Funneling Resources



You Might Be Interested In

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.