The shopper journey today looks more like a maze than a straight line. Consumers bounce between mobile, connected TV, retail media networks, and in store screens before making a purchase. In fact, 73% of shoppers now use multiple channels on their path to purchase. In Canada, omnichannel is the new normal, with most consumers shopping both online and in store.

For marketers, the challenge is not just reaching shoppers across these touchpoints, it is proving which ones actually drive sales. Traditional attribution systems were not built for this reality.

Multi Touch Attribution vs. Last Click in Retail Media

Legacy reporting often credits the last click online or ties uplift to a single in store event. That ignores the fact that campaigns are multi layered: a consumer might first see a DOOH screen, then be retargeted on mobile, then redeem an offer in store. Without multi touch attribution, the channels that shaped the decision early on are invisible.

This blind spot leads to over investment in channels with easy to measure clicks, and under investment in the high value, harder to measure in store environments.

The New Standards of Retail Media Attribution

Three shifts are reshaping how attribution works in retail media:

  1. Cross environment tracking : Linking DOOH, mobile, CTV, and in store exposure to household or device level outcomes.
  2. Outcome first metrics: Moving beyond impressions and clicks toward ROAS, new to brand buyers, basket size, and lifetime value.
  3. Retailer agnostic reporting: Brands want standardized performance metrics across multiple retail networks, not siloed scorecards.

Together, these set the foundation for more accountable and scalable media planning.

The In-Store Data Opportunity

Convenience and grocery environments are evolving into data rich media channels. Digital screens, shelf tags, in-store audio, and even experiential activations can now be tied to purchase data. For example, a sampling program tracked with mobile retargeting can reveal whether a new buyer later converted in store. This creates a feedback loop where in store activity no longer lives in isolation, it becomes measurable and optimizable just like digital.

How to Implement Multi Touch Attribution

  1. Collect cross-environment data (DOOH, CTV, mobile, in-store).
  2. Normalize across retailer networks.
  3. Use outcome-first KPIs (ROAS, new-to-brand, basket size).
  4. Apply predictive AI for forecasting.

How Datalytica Enables Multi Touch Attribution

At Shopper Marketing Media, we rely on Datalytica to close the attribution gap:

  • Closed loop reporting that connects exposures to transactions across digital and in store.
  • Normalization across retailers so brands see apples to apples results.
  • Data fusion that blends retailer POS, loyalty data, and mobile behavior into a single measurement framework.

This gives brands clarity into how touchpoints work together, not just individually.

The Future of Retail Media Attribution

The future of attribution is predictive. AI driven platforms are expected to power a US$4.5 billion attribution market by 2029. These tools will not only measure campaigns but forecast outcomes, helping brands allocate spend dynamically across environments.

Retailers, meanwhile, will push for greater transparency as more dollars shift into in store media, making third party verification and multi retailer consistency the new baseline.

The Takeaway

Attribution is no longer optional, it is the currency of retail media. Brands that can prove which touchpoints matter will win the confidence to scale. Shopper Marketing Media, powered by Datalytica, helps brands see the full journey, measure with accuracy, and grow in a multi touch world.

Unlock the full picture of your retail media performance. See how Datalytica connects online and in-store touchpoints to prove ROI across every channel.

Request a Demo of Datalytica

FAQ’s

  1. How is multi touch attribution different from last click measurement?
    The main difference between multi-touch attribution and last-click measurement is that multi-touch attribution assigns credit to multiple touchpoints along the customer journey, while last-click measurement gives 100% credit to the final interaction before conversion. Multi-touch provides a broader view of marketing performance across channels.
  2. Why is in store attribution so critical now?
    In-store attribution is critical now because it links digital marketing efforts to offline sales, helping retailers measure the true ROI of campaigns. As more shoppers research online before buying in-store, accurate attribution ensures marketing budgets reflect real-world impact and not just online conversions.
  3. Which KPIs are most useful for multi touch retail media?
    The most useful KPIs for multi-touch retail media include incremental sales, return on ad spend (ROAS), cost per acquisition (CPA), customer lifetime value (CLV), and path-to-purchase insights. These KPIs measure both immediate and long-term impact across multiple touchpoints, ensuring full-funnel marketing performance evaluation.
  4. How does Datalytica support attribution?
    Datalytica supports attribution by integrating data from online and offline sources to track the full customer journey. It uses machine learning to assign value to each touchpoint and delivers real-time insights that help marketers optimize campaigns based on true performance across all channels.
  5. What is the future of attribution in retail media?
    The future of attribution in retail media will center on unified measurement across online and offline channels, powered by AI and first-party data. Retailers will shift toward real-time, multi-touch attribution models that connect ad exposure to in-store and e-commerce sales for full-funnel visibility and optimization.