An attribution model that distributes credit for a conversion across multiple touchpoints in a customer's journey, rather than assigning all credit to a single interaction (like the first or last touch).
Why it matters
Most real customer journeys involve several touchpoints before a conversion — a multi-touch model more accurately reflects that reality than single-touch models, though it also requires more sophisticated tracking and data infrastructure to implement well.
In a sentence
"Moving to multi-touch attribution changed our whole view of channel performance — several channels that looked weak under last-touch turned out to be playing a real, supporting role earlier in the journey."
Related terms
- Antonyms: Single-touch attribution (first-touch or last-touch models, which assign full credit to just one interaction).
- Often confused with: Attribution model, the general term (MTA is one specific type of attribution model, among several possible approaches).
- Synonyms: MTA (shorthand).