Multi-touch attribution (MTA) assigns proportional credit for a
conversion across all marketing touchpoints. It acknowledges that conversions rarely result from a single touchpoint, instead reflecting the combined influence of multiple interactions throughout the buyer journey.
Modern MTA models use
machine learning to assign value dynamically, factoring in variables such as timing, channel type, and engagement depth.
When implemented effectively, MTA offers a more accurate view of
ROI and helps marketers allocate budget where it drives the greatest impact across channels.
