---
title: "What Is Multi-Touch Attribution? Definition | ONEGTMLAB"
description: "Multi-touch attribution splits credit for a conversion across several touchpoints. Learn the common models and the limits of multi-touch attribution."
canonical: https://www.onegtmlab.dev/glossary/multi-touch-attribution
---

# What Is Multi-Touch Attribution? Definition | ONEGTMLAB

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GTM Glossary

# 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.

## Related terms

-   [Attribution Model](/glossary/attribution-model)
-   [UTM Parameters](/glossary/utm-parameters)
-   [Sales Pipeline](/glossary/sales-pipeline)
-   [Paid Media](/glossary/paid-media)

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[RevOps Clean CRM data, lead routing and reporting your team can trust.](/services/revops)

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