When we run influencer marketing campaigns, we need to know how our campaigns are performing. That's where attribution modeling comes in, and the choice of the model will impact the results of the Influencer Marketing campaigns.

What's Last-Click Attribution?

Last-click attribution means we only look at the very last thing a customer clicked on before buying something or signing up. It's a simple way to see what's working, but it doesn't show everything that helped the customer decide.

Why Touchpoint Attribution Matters

Touchpoint attribution is different. It looks at everything a customer interacted with before making a decision. So, instead of just the last thing, we see the whole story.

Recommended Attribution for Influencer Marketing: Touchpoint

A study by Tatam showed this difference clearly. Marketers who only look at the last click can miss out on understanding the impact of the Influencers impact. The study found 38% subscribers when using touchpoint attribution on influencer marketing.

For the study, we looked at a subscription app for young UK YouTube viewers. Using mobile tracking tools Adjust & Mixpanel to track results to see which influencer helped get customers based on when the influencer's video was posted.

Wrapping Up

Attribution modeling helps us see how well our influencer marketing is working. Last-click is easy but doesn't show everything. Touchpoint gives a more complete view with a measured 38% uplift in influencer conversion tracking. Knowing this helps us make better decisions and get better results.