Multi-Touch Attribution
Definition
Multi-Touch Attribution: Multi-touch attribution is an advanced attribution method that assigns credit to multiple marketing touchpoints in the customer journey rather than just the first or last touch. MTA models include linear (equal credit), time-decay (more credit to recent touches), position-based (40/20/40), and algorithmic approaches. It provides a more complete picture of marketing effectiveness.
Example Usage
“Our MTA analysis showed that paid social assists 60% of conversions even when it's not the last click, justifying continued investment.”
Common Misconceptions
Related Terms
Attribution Modeling
Attribution modeling is the process of determining which marketing touchpoints contribute to conversions and how to assign credit among them. Models r...
Customer Journey Mapping
Customer journey mapping visualizes the complete experience a customer has with your company, from initial awareness through purchase and beyond. It i...
Conversion Rate
Conversion rate is the percentage of users who complete a desired action, such as signing up, starting a trial, or making a purchase. It's calculated...
Marketing Qualified Lead
A marketing qualified lead is a prospect who has demonstrated interest through marketing engagement and meets predefined criteria indicating they're r...
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