Multi-Touch Attribution (MTA)

Multi-Touch Attribution (MTA) is a method used by marketers to determine how different marketing channels and touchpoints—like social media, emails, ads, or website visits—contribute to a customer’s decision to make a purchase or take another desired action. Instead of giving all credit to the last interaction, MTA assigns value to each touchpoint along the customer’s journey, providing a more accurate picture of which efforts are most effective. This helps businesses optimize their marketing strategies by focusing on the channels that truly influence conversions.