Measurement
Multi-Touch Attribution
A model distributing conversion credit across the several touchpoints a customer encountered before converting.
What it means in practice
Multi-touch attribution applies a chosen rule or algorithm to eligible interactions recorded along a conversion path. Identity resolution, tracking coverage, channel access, and attribution windows determine which touchpoints enter the model.
Why it matters
The crediting method can change which creators and channels appear valuable and receive future budget.
How it is used
Teams use multi-touch attribution to assign partial conversion credit to creator views, social clicks, email visits, and other tracked interactions.
Also called
MTA
Related terms
- Marketing Mix ModelingA statistical method using aggregated historical data to estimate how each channel contributes to sales.
- Attribution WindowThe period after an impression or click during which a resulting conversion is credited to the ad.
- Click Through RateThe share of impressions that resulted in a click on the ad or its link.