Analytics
Multi-Touch Attribution
Multi-touch attribution is a measurement framework that assigns credit to every marketing touchpoint a customer encounters on their path to conversion. It provides a more complete picture than single-touch models by recognizing the contribution of each interaction.
Examples
A B2B company uses multi-touch attribution to discover that webinars initiate 30% of deals even though they rarely receive last-touch credit.
Best Practices
Choose an attribution model that matches your sales cycle complexity, ensure consistent tracking across all channels, and supplement with incrementality testing for validation.