Glossary · Attribuer
Touchpoint
A touchpoint is a recorded interaction between a person and a brand — in link measurement, an identified click. It is also called a *touch*, the word most tools use: both mean the same thing.
Relier une vente à ce qui l’a produite — et refuser d’inventer quand le fil manque. The forty terms of the trade
What it is for
It is the unit of account of multi-touch models. The first touchpoint is enough to judge discovery, the last to judge the close; all the others only exist in a report if they were recorded one by one. Touchpoints are therefore what makes linear attribution possible.
How it counts
A touchpoint must exist, belong to the right data space, not come from a robot, and fall inside the attribution window. It is dated: a touchpoint after the sale cannot have caused it, and is not credited.
The classic mistake
Counting the same touchpoint twice because the page was reloaded. A touchpoint is unique per person and per click; without that uniqueness, a page refresh would be enough to manufacture a journey.
What a touchpoint must be to count
Recorded
Human
Inside the window
Before the sale
Four conditions. Miss one, and the touchpoint exists in the statistics without crediting the sale.
What Subtraq does with it
The first touchpoint set on a person stays the reference and never moves. Later ones are recorded alongside, and feed the last-click and linear readings — never to displace the first.
Read next
Un terme seul ne sert à rien. Voici ceux qui le rendent utilisable.
Customer journey
Read the definition →First click
Read the definition →Deduplication
Read the definition →Attribution window
Read the definition →« Touchpoint », une fois posé sur de vraies ventes
An attribution model is not understood by reading it: it is understood by watching two campaigns swap places when you change it. The demo opens a workspace filled with fictional data, labelled as such, where the three models are compared on the same sales.
Compare the three models