What Is Multi-Touch Attribution?

Multi-touch attribution is a method in marketing analytics that assigns credit to all the touchpoints a consumer interacts with during their journey towards a conversion. Unlike single-touch attribution models, which attribute the conversion to just one touchpoint (either the first or the last), multi-touch attribution recognizes that each interaction along the consumer’s path—be it through ads, emails, social media, or other channels—can influence the decision to convert. This approach provides a more holistic view of what truly drives conversions, allowing marketers to better understand and optimize their strategies.

Key Models of Multi-Touch Attribution

1. Linear Model

The linear model assigns equal credit to each touchpoint along the consumer’s journey. This model is useful for understanding all engagements but doesn’t highlight any touchpoint’s significance over another.

2. Time Decay Model

The time decay model gives more credit to touchpoints that occur closer to the time of conversion, based on the assumption that more recent interactions are more influential in the decision-making process.

3. U-Shaped (Position-Based) Model

This model attributes a significant portion of the credit (usually 40%) to the first and last interactions, with the remaining 20% spread out among other touchpoints. This recognizes the importance of the introduction and the closing engagements in driving a conversion.

4. W-Shaped Model

Expanding on the U-shaped model, the W-shaped model assigns significant credit to three key touchpoints: the first interaction, the lead conversion, and the opportunity creation stages, each getting around 30% of the credit, with the remaining 10% distributed across other interactions.

Benefits of Multi-Touch Attribution

  1. Improved Budget Allocation: By understanding which channels and touchpoints are most effective, marketers can allocate their budgets more efficiently.
  2. Enhanced Campaign Effectiveness: Insights from multi-touch attribution allow marketers to refine their campaigns based on which sequences of touchpoints lead to the best conversion rates.
  3. Comprehensive Marketing Insights: This method provides a complete picture of the customer journey, helping marketers to enhance the customer experience across all channels.


Multi-touch attribution is an advanced approach that helps marketers navigate complex consumer journeys in today’s multi-channel environment. By accurately assigning value to every interaction that contributes to a conversion, marketers can make more informed decisions, tailor their strategies to be more effective, and ultimately drive better results. As digital marketing continues to evolve, the ability to integrate multi-touch attribution into marketing strategy will be essential for achieving a competitive advantage.