Single-Touch Attribution

Single-touch attribution is a method used to assess the performance of marketing efforts by attributing all credit for a conversion or sale to a single interaction. For example, if a customer sees an ad and then makes a purchase, that ad is credited entirely for the sale. This approach simplifies the analysis but may overlook the influence of other marketing touches, like emails or social media interactions, that also contributed to the customer's decision. It helps businesses understand the effectiveness of specific marketing strategies, but it may not provide a complete picture of the customer journey.