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What is a Multi‑Touch Attribution platform?

Roivenue’s multitouch attribution (MTA) platform helps large brands break down marketing silos, revealing the full impact of their investments across all channels.


When every department understands the real drivers of success, teams can collaborate on informed strategies, optimize campaigns with precision, and align actions towards common growth goals.

Customer journey from YouTube, Facebook, Instagram to purchase, showing multi-touch attribution
House
Škoda Auto
Publicis Groupe
UPC
Vodafone
Sazka
Awareness phase of customer journey, Instagram click
Consideration phase of customer journey, tiktok impression
Retargeting phase of customer journey, snapchat impression
decision phase of customer journey, google ads click
purchase, end of customer journey
Awareness phase of customer journey, Instagram click
Consideration phase of customer journey, tiktok impression
Retargeting phase of customer journey, snapchat impression
decision phase of customer journey, google ads click
purchase, end of customer journey

Awareness

Your target audience sees your brand on social media (Meta) for the first time, but doesn’t interact with the ad.

Consideration

The customer sees your video ad on YouTube and clicks through to your website to learn more.

Retargeting

The customer sees your brand on TikTok again, keeping your company top-of-mind.

Decision

The customer searches for your brand on Google, finds your website, and makes a purchase.

Purchase

You paid for 4 different ads and generated a revenue of 100$ in return

Which of the ads should get the credit?

The top 3 mistakes

Attribution, last touch model: customer journey Instagram, TikTok, Snapchat, Google Ads-attributed 100$, purchase

Brands often use the Last-Touch model, which gives full credit to the final interaction before a conversion. This is misleading! It ignores the entire customer journey, including the crucial first touchpoint that introduced your brand to the customer. Without that initial awareness, the conversion might never have happened.

Other common mistake is relying solely on reporting within each ad platform. It can paint a falsely successful picture. In our example, each platform would claim the entire conversion, inflating your results to show 4 conversions when you only had 1.

Attribution, platforms reports, customer journey Instagram, TikTok, Snapchat, Google Ads-attributed, purchase
impression touchpoints, facebook, instagram, snapchat, youtube

Impression-based touchpoints (like display ads and videos) pose a problem: most marketers can’t accurately measure their true impact. This forces them to analyze incomplete customer journeys, focusing only on website visits while missing a significant part of the story.

The easy alternatives

While it’s tempting to swing to the opposite extreme and credit the first touchpoint for everything, this is also inaccurate. Nurturing the customer throughout the journey is crucial – without effective follow-up interactions, even the best initial awareness might not lead to a purchase.

Attribution, first touch model: customer journey Instagram attributed 100$, TikTok, Snapchat, Google Ads, purchase
Attribution, linear model: customer journey Instagram, TikTok, Snapchat, Google Ads, purchase

Linear models and rule-based attribution offer some improvement, but they fundamentally miss a crucial point: each customer journey is unique. The true value of individual touchpoints can vary significantly, and rigid rules simply can’t capture that complexity.

The real solution

synthetic impressions, youtube, facebook, key, walled garden

Go beyond traditional measurement with Synthetic Impressions.

Even the most advanced attribution algorithm needs quality data to perform well. That’s why measuring the impact of impressions is essential. Roivenue not only tracks website visits and impressions with our own pixel but goes further with our unique Synthetic Impressions Methodology. This allows us to track impressions from walled gardens like Meta, TikTok, and Snap, ensuring a truly comprehensive analysis.

synthetic impressions, youtube, facebook, key, walled garden
AI driven, notebook, graph, processed data

AI Insights: Reveal the Most Impactful Touchpoints

After comprehensive data collection, our AI algorithm determines the true impact of each touchpoint along the customer journey. We analyze extensive data, including user behavioral patterns, to distinguish high-impact interactions from those with minimal effect. This ensures each touchpoint receives the precise credit it deserves, providing unmatched accuracy in attribution.

Unlock Growth: Optimize Marketing with Data

See how our AI model precisely assigns credit within the customer journey. Armed with these insights, you can confidently make data-driven decisions to maximize ROI and allocate your marketing budget strategically. Need further guidance? Schedule a call with one of our data experts to tailor the perfect attribution solution for your business.

customer journey, attribution, instagram, tiktok, snapchat, google ads
customer journey, attribution, instagram, tiktok, snapchat, google ads

Driving results for international brands

0 %

of conversion journeys is 2 touchpoints or longer

> 0 %

of revenue is incorrectly attributed due to Last Click

0 %

of conversion journeys is over 10 touchpoints long

Learn how we helped 100 top brands gain success