Cross-Platform Campaign Attribution Made Simple

Modern customers interact with your brand across multiple platforms before converting. Cross-platform attribution gives you the complete picture of your customer journey, showing you which channels work together to drive conversions.

What You'll Master

✓Unified tracking across all marketing channels
✓Cross-platform attribution modeling
✓Channel interaction analysis
✓Budget optimization across platforms

The Cross-Platform Attribution Challenge

⚠️ Common Attribution Problems

• Each platform claims credit for the same conversion
• Mobile and desktop journeys appear disconnected
• Offline conversions aren't attributed to digital channels
• Long sales cycles make attribution windows inadequate
• Privacy changes limit cross-platform tracking

Real Customer Journey Example

LinkedIn Ad (Mobile)

User sees sponsored content, clicks to website

Google Search (Desktop)

Later searches brand name, clicks organic result

Email Campaign

Receives newsletter, clicks product link

Facebook Retargeting

Sees retargeting ad, clicks and converts

The Problem: Facebook gets 100% credit, but LinkedIn, Google, and email all contributed to the conversion.

Unified Tracking Implementation

UTM-Based Cross-Platform Tracking

1
Standardize UTM parameters: Use consistent naming across all platforms
2
Implement user ID tracking: Connect sessions across devices
3
Store touchpoint data: Capture all interactions in a central database
4
Apply attribution models: Distribute credit across touchpoints

✅ Cross-Platform UTM Example

LinkedIn: utm_source=linkedin&utm_medium=cpc&utm_campaign=brand_awareness_q4

Google: utm_source=google&utm_medium=organic&utm_campaign=brand_search

Email: utm_source=newsletter&utm_medium=email&utm_campaign=product_announcement

Facebook: utm_source=facebook&utm_medium=retargeting&utm_campaign=conversion_campaign

Attribution Models for Cross-Platform

Time-Decay Attribution

Gives more credit to touchpoints closer to conversion.

LinkedIn (Day 1): 10%

Google (Day 5): 20%

Email (Day 8): 30%

Facebook (Day 10): 40%

Position-Based Attribution

Credits first and last touchpoints more heavily.

LinkedIn (First): 40%

Google (Middle): 10%

Email (Middle): 10%

Facebook (Last): 40%

Cross-Platform Optimization

Ready to Unify Your Attribution?

DemandLinks automatically handles cross-platform attribution, connecting touchpoints across all your marketing channels to show you the complete customer journey and true channel performance.

Start Cross-Platform Tracking