Multi-touch attribution is a methodology used in marketing and analytics to assign value or credit to multiple touchpoints or interactions that contribute to a conversion or desired outcome. Unlike single-touch attribution models that attribute the entire credit for a conversion to a single touchpoint, multi-touch attribution acknowledges that customers often interact with multiple marketing channels and touchpoints before making a decision. It seeks to provide a more comprehensive understanding of how different interactions collectively impact the customer journey.
Multi-touch attribution provides a more nuanced and accurate understanding of the customer journey by recognizing the roles played by different touchpoints. By evaluating the interactions that lead to conversions, businesses can refine their marketing strategies, allocate resources more effectively, and optimize customer engagement across various channels and touchpoints.