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What is cross-platform attribution (or cross-channel attribution) and why is it difficult?
The goal of cross-platform attribution in marketing is to gain clarity on the interplay and contribution of influence that each channel/tactic/campaign has on driving conversions over and above baseline sales.
Multi-touch attribution is more challenging today due to limited tracking options, identity and cross-device resolution hurdles, data leakage and the massive amount of time it takes to implement.