Why OmniChannel Attribution Is Essential for Advertisers in 2025

In our highly connected world today, the journey to making a purchase is far from straightforward. Consumers jump between devices, channels and touchpoints before making a decision. One moment they're clicking on a Google ad, the best they're walking into your store or calling your sales team.

If you're only measuring online conversions, you're only seeing half the picture.

Omnichannel Attribution

The Limitations of Traditional Attribution

Traditional digital attribution models often overlook offline touchpoints – even though digital efforts might be what drove the offline conversion. Without proper tracking, you're undervaluing your channels and potentially wasting ad spend.

Why You Need to Track Both Online and Offline Conversions

1. True ROAS Measurement

   Your ads might be generating in-store purchases, but if you're not tracking them, your ROAS looks weaker than it is.

   
   

2. Stronger Attribution Models

   Understand the true influence of each channel – from Meta Ads to email campaigns to Google Search – even if the final sale happens in person.

   
   

3. Customer Journey Visibility

   Gain insight into how users move between digital and physical touchpoints, so you can optimise the entire funnel.

   
   

4. Smarter Budget Allocation

   When you see the full picture, you can double down on what works across all channels.

How Advertisers Can Track Offline Conversions

• Google & Meta Offline Conversions

  Upload your CRM or POS data to link offline purchases to ad clicks and impressions.

  
  

• Call Tracking

  Attribute phone leads to the digital campaigns that drove them.

  
  

• POS System Integration

  Connect your point-of-sale system with your analytics tools for closed-loop reporting.

  
  

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Final Thought:

In an omnichannel world, attribution needs to be omnichannel too. Understanding the true impact of your marketing means looking beyond the click and into the full customer journey – online and offline.

At Wayve Media Agency we take both results into consideration for your Marketing Strategy. Need help setting this up for your brand? Let's talk.

Aida O. Roth, CEO