In digital marketing, touchpoints are the basic unit of attribution analysis. In customer journey analysis, the key is to identify which touchpoints mainly operate in each stage of awareness, consideration, and conversion.
In GA4's Conversion Paths report, touchpoints are aggregated by channel group (organic search, paid search, email, direct, etc.). The attribution model distributes contribution differently depending on whether each touchpoint is located at the beginning, middle, or end of the conversion path.
In addition to digital touchpoints, offline touchpoints (store visits, phone calls, event participation) are also touchpoints in a broad sense. Offline touchpoints can also be included in the path by leveraging GA4's offline event collection or measurement protocols.
GA4 screen path: You can check conversion contribution by touchpoint in Advertising > Attribution > Conversion Path, and analyze the path at the individual event level in Exploration > Path Exploration.
Key takeaways
- It refers to all individual contact points where a user comes into contact with a brand, advertisement, or content.
- The attribution model distributes contribution differently depending on the touchpoint location (first, middle, and last).
- In the GA4 conversion path, touchpoints are displayed on a channel group basis.
- Assisted conversions are the number of times a touchpoint is attributed to a path other than the final click.
- Offline contacts can also be integrated into the online path with the measurement protocol.