Single Touch Attribution Defined

Single touch attribution is the model of attributing a conversion to a single touchpoint.  Specifically, it is the model of assigning 100% conversion credit to one marketing touchpoint. In this model, if a consumer engaged with 10 touch points or advertisements, only one of those will be assigned the conversion credit. 

Within single touch attribution there are two models:

• First Touch Attribution
• Last Touch Attribution

The benefits of a single touch attribution model is that it is easy to implement because of the low complexity of conversion.  The downside of single touch attribution is that it neglects to look at the wider, more holistic customer journey and all the touchpoints a consumer may have engaged with. 

This attribution model has the ability to be connected to Google Ads.

In Data Defined, we help make the complex world of data more accessible by explaining some of the most complex aspects of the field.

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