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Touchpoints Analysis is a report that allows you to see how many touchpoints (ad clicks/impressions) occurred before a certain user event within the app. It can be used as a comparison to the “Last-touch Attribution Model” used by most attribution solutions, and also as an index to get insights on the multi-touch ratio of your touchpoints. If the multi-touch ratio is high, the influence of touchpoints that aren’t considered in the conventional last-touch attribution model should be taken into account in order to get an accurate picture of each channel’s actual attribution.

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Analysis Method

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Analysis Scope

It is necessary to first set the overlapping events and scope that you wish to measure. The scope is available from before Install to 2nd Purchase. When the analysis scope is set, a flag icon appears above the specific event.
Based on the settings for each event, the touchpoint scope is divided into six different categories.
① “Install” and attributed touchpoints before the “Install” event ② “1st Purchase” and attributed touchpoints before the “1st Purchase” event (including Touchpoints before the “Install” event) ③ “1st Purchase” and attributed touchpoints before the “1st Purchase” event and after the “Install” event. ④ “2nd Purchase” and attributed touchpoints before the “2nd Purchase” event (including touchpoints before the “Install” event) ⑤ “2nd Purchase” and attributed touchpoints before the “2nd Purchase” event and after the “Install” event. ⑥ “2nd Purchase” and attributed touchpoints before the “2nd Purchase” event and after the “1st Purchase” event.

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Scope

You can configure the touchpoint scope for user events that occur while using the app. Not only can the scope be set from before “Install” to “1st Purchase” and “2nd Purchase”, separate segments between those events can also be configured.

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Example 1: “Before” to “Install” Scope

If the scope is based on “Install,” you can see touchpoints that occurred before app installation.

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Example 2: “Before” to “2nd Purchase” Scope

If the scope is based on “2nd Purchase”, it is possible to check the number of touchpoints that occurred during the following scopes.
  • Before 2nd Purchase: Touchpoints that occurred before the “2nd Purchase” event.
  • From “Install” to “2nd Purchase”: Touchpoints that occurred before the “2nd Purchase” event and after the app Installation.
  • From “1st Purchase” to “2nd Purchase”: Touchpoints that occurred before the “2nd Purchase” event and after the “1st Purchase” event.

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Interval

Touchpoints Analysis allows you to analyze touchpoints by daily or weekly. If you choose “None” for the interval, the report shows the number of touchpoints for conversions during the selected period.
Example 1: Viewing the report based on the number of touchpoints for conversions during the selected period. (Interval -> Select “None”)
The number of touchpoints from 0 to 19 are shown separately, while 20 or more touchpoints are combined. By doing this, you are able to view the overall multi-touch ratio and distribution of the selected period.

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Filter

You can use the “Filter” option to drill down a specific touchpoint type (impression/click) or by device information in the [Configuration] menu.
The default value for “Lookback Window” is “1 day”.

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How to Read the Table

  • No Touchpoint (Organic): When there are no valid touchpoints before “Install”
  • Single Touchpoint: When there is 1 valid touchpoint before “Install”
  • [N] Touchpoints: When there are N valid touchpoints before “Install”
  • 5 or More: When there are 5 or more valid touchpoints before “Install”
If you hover the mouse cursor over the graph, you can view the ratio of the touchpoints for the set duration. Click the buttons at the bottom of the graph to selectively view data.

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Other Functionalities

Use the “download” button to download the report in PNG, CSV, or import it directly to Google Sheets. (It may take some time depending on the size of the data.)

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Note(s)

  1. Even if multiple touchpoints occur on the same channel, the data will be added as [N] Touchpoints and reflected accordingly on the report.