Multi-Touch Attribution

Multi-touch attribution (MTA) distributes conversion credit across all marketing touchpoints a customer interacted with before converting — not just the first or last click. It provides a more complete picture of how your marketing channels work together.

Common MTA Models

• Linear: Equal credit to every touchpoint
• Time Decay: More credit to touchpoints closer to conversion
• U-Shaped: 40% first touch, 40% last touch, 20% middle
• W-Shaped: 30% first, 30% lead creation, 30% last, 10% middle
• Data-Driven: Algorithm determines credit (requires large data volume)

Why It Matters

Single-touch models like last-click over-credit bottom-funnel channels and under-credit awareness campaigns. MTA helps you allocate budget more accurately across the full funnel.