Touchpoints explained
Touchpoints are configured points of interaction between users and marketing channels, e.g. ad clicks or email opens.
What are Touchpoints
Section titled “What are Touchpoints”A touchpoint is a configured and recorded interaction that represents a user’s interaction with marketing channels. It includes interactions such as ad clicks, email opens or post purchase survey submissions.
Touchpoints are configurable and can be defined by you to match your marketing setup. When users interact with your marketing efforts across different channels Events and Entities are automatically tracked. Based on those, you can create custom Touchpoints Definitions to measure these interactions.
Most relevant Touchpoint Definitions are set up automatically when you connect standard Channels.
Understanding Touchpoints
Section titled “Understanding Touchpoints”Configuration / Definition
Configured Touchpoints define which channels are responsible for which interactions. You can create new Touchpoint definitions that align with the marketing interactions you want to measure. A common case for a custom Touchpoint definition would be a custom Channel integration like AppLovin.
Attributes
Each touchpoint contains touchpoint attributes that hold more information about that touchpoint, for example country or user ids. You can create Touchpoint attributes to differentiate between touchpoint countries or new and returning sessions(users).
Types of Touchpoints
Section titled “Types of Touchpoints”Here are some examples for Touchpoint configurations and attributes (there are more):
Configuration
- Meta Ads Touchpoint
- Google Ads Touchpoint
- UTM Source / UTM Medium Touchpoint
- Referrer Touchpoint
Attributes
- Country
- Sessions
- Landing Page
Creating Touchpoints
Section titled “Creating Touchpoints”You can create and configure your own Touchpoint definitions. This allows you to define what constitutes a marketing interaction in your specific context. If you want to define custom Touchpoints, read this article: Create Custom Touchpoints.
You can also create custom Attributes for Touchpoints to track additional marketing-specific metrics. When you want to create or edit one of your Touchpoint Attributes, read this article: Create Custom Touchpoint Attributes.