Beware that for a pre-launch or a small scale campaign to test the ground, the omnichannel approach might be a less effective use of your budget. Make sure to question the reasoning here.
Take my word for it, I have seen certain channels bring tons of traffic and high conversion rates with low customer lifetime value. At the same time, some channels in your mix may bring less traffic and conversions but high lifetime customer value. So the strategies here can be counter intuitive and require a prolonged view of the customer which, again, you can build with the right analytics in place.
Let’s say, a customer first landed on the website from an influencer campaign; then filled in a lead generation form from an Instagram ad; finally bought your product with a friend’s referral code.
What is their source of acquisition? There are a few ways to model it - end source attribution, first touchpoint attribution etc. None of them are right or wrong. It is about testing and seeing what works for your business. But definitely a sensible question to ask your marketing team or agency is ‘what attribution model are you using?’ Then ask them to show it to you to avoid doubt.