Marketing
Multi-Touch Attribution
Definition of
Multi-Touch Attribution is a marketing strategy used to measure the contribution of each touchpoint or interaction a customer has with a brand before making a purchase. It is a method of assigning credit to multiple marketing channels or touchpoints that have influenced a customer's decision to buy a product or service. Unlike traditional single-touch attribution models, which give credit only to the last touchpoint before conversion, multi-touch attribution models consider every touchpoint along the customer journey, providing a more comprehensive understanding of the customer's behavior. For example, if a customer sees a Facebook ad, then clicks on a Google Ad, and finally makes a purchase after receiving an email, all three channels will be given credit for the sale under a multi-touch attribution model.
