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The Touchpoints That Make the Sale
The 2A buyer sees your ad on average 5 times over 3 days before buying.
We traced 1,285 purchases across 7 leading 2A brands from first ad to checkout. Three in four landed a day or more after the first ad. Four in five buyers saw more than one. Without multitouch reporting, many of those sales can show up as "direct" or "organic." Our Multitouch report shows the path they actually took, and we can pull yours today.
What an $800 optic sale looked like
One real, anonymized order from the report.
- First adSees an Armanet ad. Doesn't click.
- 16 hours laterVisits your site on their own.
- Over the next daySees your ads 8 more times.
- 2 days after the first adBuys. $800.
Where 1,285 sales actually landed
Each block is the share of purchases that happened in that window after the buyer's first ad. Read left to right as time passing.
A 1-day attribution window sees the first two blocks and nothing else. That's 27% of these sales. The other 73% happened after a day or more, and without multitouch reporting they often get credited to whatever the buyer touched last.
Frequency is a lever, not a cost to cap
Bigger tickets take more touches
Median ad touches per buyer, by order value.
Optics Brand A buyers saw a median of 8 ads before buying. Accessories Brand A buyers saw 3. Set frequency by price point, not by a default cap.
Buyers who saw more ads bought sooner
Median days from first ad to purchase, by number of touches.
Correlation, not cause. Heavily exposed buyers are often already shopping. It still says a cap of 1 or 2 leaves money on the table.
Same pattern, every category
Firearms, optics, accessories, training gear. Different price points, different buyers, same shape: days, not minutes, and more than one ad.
| Brand | Conversions | Median days to purchase | Median touches | What stood out |
|---|---|---|---|---|
| Firearms Manufacturer AFirearms | 497 | 2.1 | 8 | Fastest movers: 30% visited the site within 30 minutes of an ad. |
| Accessories Brand AAccessories | 294 | 3.9 | 3 | Even low-cost purchases happen days later: 81% bought after 24 hours. |
| Optics Brand AOptics | 288 | 4.2 | 8 | Higher ticket, longer research: 61% bought after 3+ days. |
| Training Brand ATraining and Gear | 106 | 5.0 | 2 | Most deliberate buyers: 87% purchased after 24 hours. |
| Firearms Manufacturer BFirearms | 64 | 2.3 | 4 | September only. A two-day median, in line with the other firearms brands. |
| Firearms Manufacturer CFirearms | 20 | 1.7 | 8 | Small sample, same shape. |
| Accessories Brand BAccessories | 16 | 1.6 | 1 | Small sample, same shape. |
Where these numbers come from
You should be able to check our work. Here's the method in plain English.
A purchase counts if the buyer clicked an Armanet ad within 30 days, or saw one within 14 days, before buying on the brand's site.
Time to purchase runs from the first ad the buyer saw. Touches are every Armanet impression and click in that window.
Observed exposure paths: who saw what, and when they bought. We're showing you the path, not claiming every sale would have vanished without the ad.