In today’s highly competitive Chinese market, multichannel marketing analytics has become essential as nearly every business invests in a mix of search engines, WeChat official accounts, Douyin, native ads, and even offline stores. Each touchpoint can influence a customer’s buying decision.
But this creates challenges. How should advertising budgets be allocated effectively? Which channels truly drive conversions? Which ones are overvalued or wasting valuable spend?
To answer these questions, businesses need a tool that unifies advertising performance analysis across all channels. This is where Matomo Marketing Attribution, also known as Multi-Touch Attribution, becomes invaluable. It provides a complete multichannel marketing analytics solution that delivers clarity and confidence in every marketing decision.
The Challenges of Multichannel Marketing Analytics in China
In the past, businesses often evaluated each marketing channel in isolation. For instance, they might look only at article views and likes on WeChat, video plays and likes on Douyin, or foot traffic and sales from offline stores.
This fragmented approach has clear limitations. It overlooks the interaction and synergy between channels. Consider this example: a customer may first see an ad on Douyin and become interested, then explore more details through a WeChat article, and finally make a purchase in an offline store. If these data points are analyzed separately, it is impossible to fully reconstruct the customer’s true journey and decision-making process. As a result, optimizing advertising strategies becomes extremely difficult.
According to leading research firms, more than 70 percent of Chinese consumers use multiple channels to research and compare information before making a purchase. This makes multichannel marketing analytics essential for businesses operating in China and highlights the urgent need for unified, cross-channel data analysis.
Why Choose Matomo Marketing Attribution
Traditional analytics often give full credit to the “last click.” For example, in the case mentioned earlier, the final conversion would be attributed entirely to the offline store while the influence of Douyin and WeChat would be overlooked. Clearly, this approach fails to reflect the true impact of advertising.
The value of Matomo Marketing Attribution lies in its ability to reconstruct the entire customer journey. From the very first touchpoint where a user encounters the brand, to the mid-journey interactions that build interest, and finally to the moment of purchase, every step is tracked and measured.
With Matomo, businesses gain full visibility into the real contribution of each touchpoint. This clarity empowers marketers to identify what truly drives sales, allocate budgets more effectively, and avoid costly misjudgments. Using Matomo, teams can implement multichannel marketing analytics in a practical, actionable way.
How Matomo Optimizes Marketing Performance
Identify the Channels with the Highest ROI
With Multi-Touch Attribution, Matomo helps businesses uncover which channels play the most significant role in the customer journey. This enables smarter budget allocation and ensures that every investment is directed toward channels that deliver real results.
Track Channel Performance in Real Time
Matomo’s Row Evolution feature provides a clear, visual view of how each touchpoint’s conversions and revenue change over time. When performance declines, marketers can quickly adjust strategies. When positive trends emerge, they can seize the opportunity to increase investment.
Flexible Attribution Models to Fit Every Business
Matomo offers a wide range of attribution models to meet different business needs. The Linear Model distributes value equally across all touchpoints. The Time Decay Model assigns greater weight to the most recent interactions before conversion. The Position-Based Model balances both ends of the journey by assigning 40 percent of the credit to the first touchpoint, 40 percent to the last, and sharing the remaining 20 percent among the middle interactions.
For businesses with more complex or unique requirements, Matomo also supports fully custom attribution models, allowing teams to tailor the analysis to their specific logic. This flexibility makes it possible to implement multichannel marketing analytics in a way that best reflects each organization’s real-world impact.
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Why Choose Matomo for Multichannel Marketing Analytics
One of the core reasons businesses choose Matomo is true data ownership. All collected data belongs entirely to the organization and not to a third-party platform, ensuring maximum security from the ground up. Companies also maintain full control over how their data is managed and used, with no external restrictions.
On the analytics side, Matomo supports cross-period performance tracking, allowing businesses to continuously monitor and compare long-term data trends. This makes it easier to understand shifts in marketing effectiveness and adjust strategies with confidence. Equally important, Matomo is fully privacy compliant both in China and in international markets. It meets the highest standards of legal and regulatory requirements, giving organizations peace of mind.
Finally, Matomo offers flexible deployment options. Businesses can choose cloud hosting for convenience or on-premise installation for maximum independence and security. In the on-premise model, every feature is fully available, combining uncompromising data protection with comprehensive analytics capabilities.
With these advantages, Matomo empowers businesses to confidently take control of their data while unlocking deeper insights through multichannel marketing analytics.
Contact STAiiRS, Matomo’s Exclusive Official Partner in China
As marketing channels in China become increasingly diverse, relying on a single measurement method is no longer enough for businesses. With Matomo’s Multi-Touch Attribution, companies can reconstruct the complete customer journey and identify which channels truly drive conversions. Armed with these insights, businesses can allocate their advertising budgets more strategically, invest where it matters most, and continuously improve ROI in a highly competitive market.
As Matomo’s exclusive official partner in China, STAiiRS provides localized technical support and end-to-end implementation services. We help businesses quickly, securely, and compliantly build robust analytics systems tailored for the Chinese market.
If you are looking for a solution to unify and optimize multichannel advertising analysis, Matomo’s all-in-one platform is the answer. Contact STAiiRS today and take the first step toward data-driven marketing excellence with Matomo.
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