Your campaign dashboard may show clicks and impressions, but can it prove who actually walked through your doors? That disconnect between digital reporting and real-world results makes it difficult for marketers to justify spend and demonstrate ROI. Multichannel attribution delivers the comprehensive view of customer response that marketers need.
What Is Multichannel Attribution?
OnSpot’s Multichannel Attribution Reporting tool provides users with a look at both in-person and online visitors from the audiences targeted for an advertising campaign. Key benefits of these reports include:
- Analysis of in-store and digital visits and how this translates to increases in incremental revenue over time, including cost per visit
- Insight into customer response including customers who are in-store visitors, digital purchasers, or a combination of both
- Detailed reporting on which location(s) in the target audience a customer visited in addition to your destination to understand cross-shopping behavior
- Ability to schedule reports either weekly or monthly to make optimizations during the campaign
- Measure the effectiveness of various media channels
Tracking In-Store and Digital Campaign Results
Your team should be asking key questions in order to create a plan so that you can define what success looks like for your organization. These could include items such as:
- What are the most important metrics when defining campaign success?
Example: Increase in unique visitors to our store or website - Which audiences are responding best and why?
Example: Our competitor conquesting audience is responding better than the audience based upon demographic characteristics alone. It seems our offer of a coupon to those who frequently visit competitors has resonated with this group and should be used in our next campaign. - Are the various channels we are using working together effectively?
Example: A digital display campaign, CTV ad, and direct mail piece contain similar messaging driving people to shop on our ecommerce website. Sending varied but similar messages to the same group has increased digital store visits and conversions.
Start Optimizing ROI With Channel-Level Insights
What does the enhanced attribution report look like, you may ask? Here is an example of a retail shopping center that targeted visitors to competitors, driving them to visit their shopping center as well as their website. You will see that there are 3 tabs displayed when a web pixel/website digital visitor audience is included detailing the overall summary, footfall, and digital results.
Contact our team to learn how to apply this powerful measurement tool to your campaigns and prove success today.
Frequently Asked Questions
What is multichannel attribution in digital marketing and why does it matter?
Multichannel attribution in digital marketing means assigning credit to every touchpoint a customer interacts with, not just the first or last. It matters because it paints a more accurate picture of how channels work together across search, display, email, social, and beyond. This holistic view helps marketers optimize budgets and avoid overinvesting in channels that look strong under single-touch models but may not contribute to true conversions.
How can multichannel attribution reporting improve ROI measurement?
Multichannel attribution reporting for ROI measurement reveals which channels and touchpoints contribute most to revenue. By distributing credit properly across interactions, marketers can see the marginal lift each channel brings. That enables more precise budget allocation, reducing wasted spend and improving return on ad investment.
What metrics should marketers track to define campaign success across channels?
Metrics to define campaign success in multichannel attribution often include:
- Incremental lift in visits or conversions
- Cost per visit or conversion across channels
- Channel-attributed revenue
- Contribution share per touchpoint
- Return on ad spend by channel
Tracking these across channels gives a fuller sense of performance than looking at each in isolation.
How does attribution reporting connect in‑store visits with online sales?
Attribution reporting linking in store visits to online sales enables you to see when a user’s digital behavior leads to a physical visit, or when in‑store actions correlate with later e‑commerce purchases. This blended view helps validate digital-to-physical pathways, bridging the offline and online customer journey.
How does cross‑shopping behavior analysis enhance attribution insights?
Cross shopping behavior analysis in attribution reporting identifies users who visited multiple relevant retail destinations. By understanding these patterns, marketers can pinpoint high-intent audiences who browse competitive stores or complementary venues. That enriches campaign insights and sharpens targeting by indicating behavioral affinities beyond your first-party data.
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