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Multi-Touch Attribution with TransUnion's TruAudience: Capturing the Full Customer Journey Across TikTok and Beyond
Multi-touch attribution: TransUnion's TruAudience Marketing Attribution solution
1. A buyer's path to purchase often spans multiple touchpoints, resulting in a web of interactions that traditional attribution models don't capture
2. Users often take purchase inspiration from TikTok without interrupting their experience to click, 35% of purchasers who first heard about a brand from TikTok and viewed an ad hadn't clicked within 28 days.
3. Assigns credit for a conversion to multiple touchpoints in a customer journey.
4. 40% or more of the target audiences reached on TikTok were found to be unique and not found elsewhere in the measured media plan.
- https://www.tiktok.com/business/en/blog/multi-touch-attribution-campaign-measurement?ab_version=experiment_1
- https://www.tiktok.com/business/en/blog/performance-campaign-measurement?ab_version=experiment_1
