Multi-Touch Attribution
Multi-touch attribution is a method of splitting credit for a conversion across several of the touchpoints a buyer had before converting, instead of giving all the credit to one.
Also called: MTA
Why it matters
B2B purchases often involve many people and many interactions over weeks or months. Multi-touch attribution tries to reflect that by giving each relevant touch some share of the credit, which gives a more balanced view of which channels contribute to pipeline than first-touch or last-touch alone.
Common models include linear, where every touch gets equal credit, time decay, where touches closer to conversion get more, and position-based, where the first and last touches get the most. All of them depend on tracking that can link touches to a person or account, which is harder with privacy controls and untracked channels, so the results are an estimate.
Example
A company uses a position-based model. For a deal that had five tracked touches, the first touch (a webinar) and the last touch (a demo request from a retargeting ad) each get 40 percent of the credit, and the three touches in between share the remaining 20 percent.
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