Early attribution models relied on binary they-bought-it-or-they-didn’t figures to measure how successful a campaign had been—but the path the customer takes to a purchase isn’t binary. People are exposed to ads and marketing messages from three, four, 10 sources every day—phones, tablets, computers, TVs, and on and on. These multiple touchpoints and interactions make it challenging to measure the effect every ad has in the buy cycle.

Still, there’s a long way to go to attributing the contribution of each touch across multiple channels from social to web, email, live events, offline, radio—what is the value of each step? This is the Holy Grail, the big challenge for every marketer. Everyone in the online marketing team needs to work together to figure out the best attribution model to use or else they could end up eliminating program(s) that might be playing an important part in capturing leads through their entire buying cycle.” – Mike Tomita, senior manager of web marketing at Marketo

Retargeting has recently become a tool for content marketing, lead generation, and lead nurturing. These new use cases make it more important than ever to have an attribution model that accounts for every brand interaction. So how are marketers approaching the attribution challenge?

We surveyed 1,000 US marketers across a variety of industries to see how advertisers are adjusting traditional attribution models to adapt to a multi-device world:

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To learn more about how marketer’s are adjusting their attribution models, download: State of the Industry: A close look at retargeting and the programmatic marketer.