A touchpoint is any digital asset or specific interaction that marketing executives want to track. Thus, a touchpoint is a key engagement point of marketing importance that contacts experience on your site. You define a new touchpoint that involves a digital resource or interaction you consider relevant to the successful engagement of your contacts to measure whether your investment is worth the effort. For example, you may consider downloading the Best business laptops whitepaper a key interaction that leads to purchases of laptops on your site. You thus want to measure whether making this interaction more prominent on your site leads to more hits by contacts and eventually to more laptop purchases.
For more information, see Touchpoints attribution to conversions.
You define a touchpoint by specifying via conditions one or more interactions that contacts need to complete to hit the touchpoint. An example of a touchpoint is: Visit quantum.com/blogs.
Once you define a touchpoint, the system tracks and measures when a contact hits the touchpoint from the date you defined the touchpoint. Thus, you measure how popular this touchpoint is over time among your contacts and how it affects conversion rates. If you measure the touchpoint's effect on a specific conversion, the system applies calculated touchpoint data on the whole tracking timeframe of the conversion. For more information, see Conversions and attribution reports.
You define touchpoints by setting the conditions that specify when a contact hits the touchpoint. Conditions consist of an interaction a contact completes and an additional clarification, that is, the object upon which the interaction occurs. Interactions may span across different channels that characterize the contact’s experience on your website.
For example, a condition may be the following:
In the condition above, to hit the touchpoint, a contact needs to visit a site whose address starts with the specific fragment indicated. You can as well select whether what you enter is an exact match, a containing phrase, or the object starts (as in the example) or ends with the fragment you entered.
Following are some examples of what the URL of the object may be:
NOTE: You can just start typing and the system will autocomplete the URL address or fragment.
You can combine more than one condition. For example:
Once a contact completes any of the conditions, the contact is considered to have hit the touchpoint.
To see all collected data for a touchpoint, simply navigate to Touchpoints and click on the touchpoint report you want to examine. For more information about reports, see Attributions and conversions.
NOTE: When you define a touchpoint, calculations for touchpoint hits and attribution ratios are applied for the whole tracking timeframe of conversions, not just from the date a touchpoint is defined.
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