Question 1

What is multi-touch attribution?

Accepted Answer

It is a method that assigns conversion credit to multiple touchpoints across a buyer’s journey rather than giving all credit to the first or last interaction.

Question 2

What are the benefits of multi-touch attribution?

Accepted Answer

You get clearer channel impact, better budget allocation, more accurate CAC and ROI, and practical insights to improve messaging and journeys.

Question 3

What is the MTA methodology?

Accepted Answer

Map the journey, choose an attribution model, connect first-party data, enable cross-channel tracking, validate with controlled comparisons, and recalibrate weights over time.

Question 4

How do I pick the best model for my business?

Accepted Answer

Start from your goal and funnel milestones. U-shaped fits marketing-led lead gen, W-shaped fits sales-assisted funnels, linear fits short self-serve paths, time decay fits long education cycles, and algorithmic fits high-volume data.

Question 5

How does multi-touch attribution compare to last-touch?

Accepted Answer

Last-touch is simple but hides the assist value. Multi-touch shows how channels and messages work together. See our comparison of multi touch vs last touch for a practical view.

Question 6

Which metrics should I track after switching to multi-touch?

Accepted Answer

Track assisted conversions, revenue per influenced touch, CAC by model, pipeline created, win rate, and how budget shifts change those outcomes over time.

Question 7

How do I include offline touches?

Accepted Answer

Create equivalent events for scans, meetings, and calls, then map them to the same milestone schema you use online. Consistency enables cross-channel analysis.

What is Multi Touch Attribution?

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