Touchpoint

How it works

Each touchpoint is a small record. It holds the channel, the campaign, the type of interaction, the time, and whatever lets it be tied to a device later, such as a click ID. Clicks on a tracking link are recorded by the MMP directly. Ad views are reported to the MMP by the ad network.

A touchpoint has a limited life. Once it is older than the lookback window for its channel and type, it can no longer win an install.

When it matters

A person can meet more than one ad before they install. The list of touchpoints behind an install is the raw material for every attribution question:

• Which one should get the credit?
• How many did it take?
• Which channels keep appearing together?

If you only ever look at the winner, you cannot tell a channel that works alone from one that takes credit at the end of a path others built.

How it relates to attribution

An attribution model is a rule for choosing among touchpoints. Last-touch attribution picks the most recent qualifying one. Multi-touch attribution shares credit among several. Both work from the same list. The quality of that list sets the limit on either model: a touchpoint the MMP never received cannot be credited by any rule.