Multi-touch attribution

Multi-touch attribution is a method used to evaluate the effectiveness of different marketing channels in a customer's journey toward making a purchase. Instead of attributing the sale to just one touchpoint, like a TV ad or a social media post, this approach considers all interactions a customer has with a brand. By analyzing these various touchpoints, businesses can better understand which marketing efforts contribute most to conversions and optimize their strategies accordingly. Ultimately, it helps ensure that credit is fairly distributed among all the ways a customer engages with a brand before buying.