When assembling a path-to-conversion, it is quite possible to find a number of paths that consist of one marketing touchpoint followed by a conversion. It is easy to conclude that, if that marketing event had NOT happened, then the conversion event may not have happened at all. We therefore measure unique contribution or unique revenue based on the amount of conversions or revenue delivered by a particular touchpoint where it is present in a single-touchpoint conversion path.
Unique contribution represents the number of conversions driven by a channel or media investment that you would not have received if it was not for that media investment’s sole contribution.
Unique revenue represents sales revenue driven by a channel or media investment that you would not have received if it was not for that media investment’s sole contribution.
With the complex channel overlap of today’s marketing environment, you want to measure each media’s unique contribution and unique revenue so you know where you’re getting the most bang for your buck.
For example, if a marketer, by analyzing their conversion paths, find that 50 conversion paths looked like this: Paid Search Click –> Conversion, delivering about $1,000 in revenue. Then the Unique Contribution of Paid Search would be those 50 conversions, and the Unique Revenue would be $1,000.
