Touchpoint

A touchpoint is a point of contact between a person and a business. Some happen on your own site, such as a visit from a search result or a click in a newsletter. Others happen elsewhere, such as an ad impression or a friend’s recommendation, and become visible to analytics only when they lead to a visit.

Most buyers collect several touchpoints before they pay. Attribution is the question of how to credit a sale across them: to the first, to the last, or to all of them in some share. Whichever model you use, it can only work with the touchpoints it recorded.

In MIRA FIVE

Each visit carries its touchpoint: the channel, the campaign from UTM parameters, the referrer and any ad click ID. A person’s page shows their first touch and every visit after it. Conversion journeys in Journeys show the channels buyers came through, visit by visit, before buying, and Acquisition credits channels by first touch or last touch.

Example

Emil Becker had three touchpoints with the Acme Shop before the €328 order: an Instagram ad, the newsletter and a Google search.