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ZMOT sources are various digital and non-digital channels where your customers go back and forth to make an informed purchase decision. That is why I developed the Proportional Multi-touch Attribution Model How ZMOT occursĪt ZMOT, customers go back and forth between various ZMOT sources.

Not all the acquisition channels/touches are equally important in shaping the customer’s buying behaviour. Consequently, these touches should get more credit for the conversion. Had the customer not been satisfied with the product reviews and pricing, he wouldn’t have made a purchase. These two touches seem more valuable than the exposure to other channels (the blog post, display ad, organic listing, and the PPC ad) as they play a very important role in shaping the customer’s purchase decision. The customer read a product review and went to a product comparison site before making the purchase. The ZMOT takes place at step 3 and step 4 Here the customer is exposed to six different acquisition channels (blog post, display ad, product reviews, product comparison, organic search, and paid search) before he makes a purchase. Step-6: Clicked on a paid search result.Step-5: Clicked on an organic search result.Step-4: Visit a product comparison website.It is the moment when the customer researches and decides about buying your product.Ĭonsider the following customer’s journey to purchase: ZMOT is the moment that occurs after the customer has been exposed to your brand but before a purchase is made. Determine the most effective marketing channels for investmentĬlick book covers to find out more Zero Moment of Truth (or ZMOT).Understand the customer purchase journey across devices.Learn to implement attribution modelling in your organisation.

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Assigning a lot of credit to first touchpoints.

Unless you are a brand new business whose top priority is getting exposure and building brand awareness, you should avoid spending your time and resources: Therefore the first interaction analysis is lame. It is not the best use of your time and resources. You also can’t take any meaningful action based on analysing the first interaction marketing channels. There is always a possibility that some/many customers were first exposed to your brand more than 30 to 90 days ago. So if a marketing channel assisted in conversion more than 90 days ago, then Google Analytics will not give it credit for the conversion.īecause of this reason, the first interaction marketing channels you see in the Assisted Conversions report may not be the true first interaction channels. Google Analytics assigns credit for conversions to those marketing channels that assisted in conversions in the last 30 to 90 days (the lookback window).