Integrating digital campaigns is key to building a seamless user experience, but marketing across channels can make it difficult to track which campaigns are driving conversions. When you can't pin down performance for separate campaigns, you can't apply optimizations with accuracy and ROI remains a mystery.
This is why cross-channel attribution is so important. Attribution is the process of accurately crediting separate campaigns with the results they drive on an individual basis. This isn't as easy as it seems — if one customer engages with a brand through three separate channels before converting, there's rarely a clear indicator of which channel was most instrumental.