Reference / Glossary / Practice and industry
Omnichannel
Planning and measuring advertising across online and offline channels as one system, with the customer rather than the channel as the unit. In practice the term signals that store sales, ecommerce, and marketplaces are measured together and that media is allocated against total sales.
Cite this entry:
Agency Echelon. "Omnichannel." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/omnichannel/