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English What is cross-media attribution?
Cross-media attribution determines how much each channel contributes to your revenue, across online and offline media combined. It solves the problem of platforms claiming each other's conversions.
Cross-media attribution is the assignment of revenue to media channels across both online and offline media, based on a model that analyses channels in relation to each other rather than in isolation.
Why separate reports are inaccurate
Every advertising platform reports its own conversions. Google Ads claims a sale, Meta claims the same sale, and your email tool counts it too. Add everything together and you end up well above your actual revenue.
The cause is structural. A platform only measures what happens within its own domain and has an interest in showing a high contribution of its own. TV and radio are not counted at all, even though they drive search behaviour and direct visits.
Cross-media attribution looks at all channels simultaneously and distributes actual revenue, rather than the sum of separate claims.
How cross-media attribution distributes revenue
Datafy combines two methods so you have both the long-term picture and short-term signals.
Marketing Mix Modeling
A statistical model analyses spend and revenue over time and isolates the contribution per channel, including offline.
First-party attribution
First-party conversion data delivers rapid campaign signals for the short term, without third-party cookies.
A shared revenue base
Both methods calculate against the same actual revenue, so the contributions add up correctly.
Verifiable outcome
Predicted contributions are tested against actual results and adjusted where necessary.
What it delivers
With a complete cross-media picture, you allocate budget based on actual contribution. Channels that overstate their value lose budget, channels that are structurally undervalued gain room.
For leadership this means a report that adds up to actual revenue. No more conflicting figures, just a well-supported story about what drives growth. Read also what Marketing Mix Modeling is.
Frequently asked questions
Why do platforms claim more conversions than exist?
Each platform only measures its own domain and assigns value to every touchpoint within that domain. The same conversion is therefore claimed by multiple platforms. Cross-media attribution corrects this by analysing all channels together.
Does cross-media attribution include TV and radio?
Yes. That is precisely the difference from digital attribution models. Through Marketing Mix Modeling, TV, radio and other offline channels are included as measurable channels in the same model.
Do I need cookies for cross-media attribution?
No. The foundation is Marketing Mix Modeling on aggregated data. First-party conversion data supplements this for the short term. Third-party cookies are not required.
How do I know whether the outcome is correct?
A good model tests its predictions against actual outcomes. Datafy shows model fit and validation results and explains deviations, so the outcome can be evaluated.
Stop adding up platform claims.
Book a demo and see how Datafy distributes revenue across online and offline channels together.