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Complete Marketing Attribution -

Pinpoint Successful Marketing Tactics

UniFida helps organisations maximise marketing returns and revenue growth by analysing and pinpointing the most successful marketing channels and campaigns

Why marketing attribution matters

It’s estimated that the average customer uses up to 10 different channels to communicate with companies. Customers move seamlessly between digital and offline channels, often browsing on one and buying on another. No wonder it can be difficult to know exactly where or how to focus marketing efforts — or even where to start.

UniFida’s marketing attribution provides organisations with timely, accurate, granular and independent reporting on all your marketing investments, both direct like social channels and indirect like TV or Press. It enables you to leverage data insights, and quickly identify how and where to allocate resources and budgets.

Our attribution covers all direct and indirect, online and offline channels.

customer journey diagram

The benefits of UniFida's omnichannel marketing attribution

Marketing attribution can be time and resource intensive to get right, especially when it needs to cover a variety of datasets for online and offline campaigns. However, using UniFida technology and expertise, marketing attribution can be achieved quickly and deliver a myriad of benefits:

How UniFida's marketing attribution works

UniFida Marketing Attribution (MTA) is integrated into the UniFida Customer Data Platform and is designed to ingest individual first-party data from all online and offline marketing channels, including:

  • Paid and organic search
  • Social media
  • Affiliates
  • Display
  • Direct mail and catalogues
  • Email campaigns
  • Inbound and outbound calling
  • SMS

UniFida Marketing Attribution takes this disparate data, creates individual sales journeys and automatically builds a table of every marketing event preceding each sale within a 90-day period. We use machine learning to attribute weightings automatically to each event in a journey and allocate the value of each sale relative to the events that led up to it.

When you add the costs, UniFida then calculates your return on marketing investment (ROMI) for each channel, every month. You will even see which channels work in combination with each other.

UniFida Econometrics, or MMM as it is often called, will be used in conjunction with Multi-touch Attribution when indirect channels like TV or press need to be attributed alongside direct channels. MMM provides answers to the performance of all channels and will enable projections to be made of the impact of increasing or decreasing spend in particular channels.

UniFida have pioneered a methodology for combining the results of MTA and MMM to give an omni-channel view of marketing performance.


If you are currently relying on Google's G4 then:


  • You are being given seriously inflated numbers regarding the performance of Google owned media such as Google Adwords and Google PPC
  • Other non-digital channels such as direct mail will be ignored
  • You will only be offered an overall result across all sales, rather than splitting the performance of media by customer segments such as new and existing, or low value v high value
  • The results are black-box, and you will get no insight into for instance how the scoring of different steps in a customer journey is done
chart showing inflated Google owned channel data

What Unifida's marketing attribution delivers

Contribution Reports

Determine the contribution of each direct channel and campaign, together with its ROI.

Across all Channels

By linking our direct channel attribution to econometrics we provide an omni-channel solution.

Customer Segments

Filter by customer type and easily distinguish between new and existing customers.

An Independent View

UniFida’s attribution is unbiased and does not favour specific marketing channels.

Marketing Attribution FAQs

We have put together some frequently asked questions about marketing attribution. 

People usually receive or respond to multiple communications on their way to making a purchase. These can be online, such as a Facebook ad, or offline, such as receiving a catalogue. Customer journey-based marketing attribution looks at all the interactions between a customer and an organisation before a sale in order to analyse the role of each interaction, and hence their contribution to the sale.

We expect to include all ‘direct’ channels, in other words those where there is a one-to-one relationship between the customer and the company, or where there is a direct link through an online user clicking on a digital ad (such as PPC) and visiting the company’s website. An email is direct because it goes to a known recipient, whereas a press ad is not because the recipient is unknown. However indirect channels, such as TV, press, and outdoor, can also be very important. These require a different attribution technique called econometrics.

We start by putting a snippet of code on your website to enable us to download into our attribution platform all of your (first party) website visitors’ browsing activity, including, most importantly, how they arrived at your site. This allows us to distinguish, for instance, between a referral, a branded search or a natural search. We then link the browsing to any offline journey steps by joining them to individuals using identifiers they have provided. To obtain the non-web contact activity we ingest feeds into our Customer Data Platform (CDP) from sources such as your email service provider, direct mail contact history, and your order processing system.

The brutal truth is that for attributing value to marketing activities we ignore them, which is not to say that the unsuccessful journeys are unimportant as they are key when we aredescribing customer journeys overall and understanding the total spend through a particular channel (i.e. we need successful plus unsuccessful spend). But a campaign will only have value attributed to it from the journey steps it created that led to a successful outcome.

We normally look back 90 days before each sale, although some clients ask us to look at shorter periods, e.g. 30 days. To a large extent it depends on the type of purchase and the channels used. For instance, a catalogue will have a much longer shelf life than an opened email, so we need to give it time to have its effect.

It is obvious that all journey steps are not of equal importance, so weighting them correctly is crucial to obtaining a successful attribution outcome. There is a great deal of online discussion about this subject, with different approaches being debated, but we have opted for a method which is mainly based on the time intervals before and after each journey step.
If, for example, an event happens just before a sale, we give it a high closing score. In contrast, if there is a long interval after the first event, then we conclude that it could not have had too much of an impact on initiating the sale. We also give credit to events that help keep the customer interested without actually closing the sale. If you would like a more detailed note on how our weightings work, we would be pleased to share this with you.

Yes. Multiple opens of the same email on the same day is one example, as is a visit to PayPal just before closing a sale. We try to eliminate anything that does not contribute to the customer’s decision to purchase.

We can. For example, new and existing customers behave entirely differently in terms of the kinds of journeys they make and what marketing events they respond to. Another way we divide up customers is between those who mainly search and buy online and to those who order through a call centre. But you may also wish to look at the impacts of marketing on different types of customer segment, and our platform can support that.

We do, and we find very significant seasonal differences. To show this, we have a specific report providing month-by-month summaries so that we can, for instance, compare email or any other channel’s performance in one month with another.

We often look at non-sale outcomes, and, for instance, recently we have been working for a charity that they wanted us to look at how they get their users to take up different tools that they provide on their website. When looking at non-sales outcomes we lose the value element that we have in a sale, but otherwise the process works in an identical way.

They are always available online at any time and the data behind them is processed each night. So on any day you will be looking at results up to midnight the day before.

We are finding that this is an increasingly important area, and to respond to our clients’ requests we are building a whole suite of customer journey reports. These will answer questions about the lengths of journeys, the mix of channels used and the sequence in which they appear in the journeys.

Yes. It uses only your organisation’s first party data and excludes cookie and analysis opt-outs, for example.

Whether you are using Google Ads or the new or old version of Google Analytics, they have well-documented flaws – namely inaccuracy and incompleteness. Google Ads uses the last Google Ads click, but Google Analytics uses the last click across all channels, so over-reports as it does not take into account other channel’s contributions. Google recognises that this is an issue and has developed Google Analytics 4 (GA4) to
replace the previous version called Universal Analytics – but this will not solve the core flaws. GA4 will use black-box algorithms and again will not take into account all marketing activity. Google is sampled and segments cannot be applied retrospectively for analysis.
Google does not use first-party data or individual identifiers, so it cannot be joined to other data sources of marketing activity.

Understand precise value

For every online and offline campaign. And as well as providing a detailed campaign by campaign ROI, our attribution also shows the roles that the campaign played in initiating, holding, or closing a sale

Maintain loyalty

Maintaining customer loyalty has never been more challenging than it is today. At a time when having great products and services alone simply doesn’t cut it, companies have to be prepared to gain greater insights into their customers — and go the extra mile.

Enhance experience

Today’s connected customers have more access to information — and more choice — than ever before. At the same time, they’re harder to impress. The total customer experience that a company provides is what stands out in customers’ minds.

Understand your customers

Winning customers today means gaining unique insights into their circumstances, needs and objectives. The ability to fully understand how they choose to interact with you, and through what channels, is crucial to marketing success.

Find out more about:

View, compare, and report customer order value and compare side by side the results from tests and controls

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UniFida’s CO2 Counter enables marketers to gauge the sustainability of their marketing campaigns

Marketing Attribution Case Study

“The developments that UniFida made to its customer data platform for us were life-changing, professionally speaking. To have real-time knowledge of which marketing activity is contributing to our sales, without relying on previous assumptions, meant that our long-time goal has been finally achieved.”

Sarah Watson
CEO, Wentworth Wooden Jigsaw Company