Multi-Touch Attribution

Understanding Attribution Models

Most customers see multiple ads before purchasing. Multi-touch attribution distributes credit across all touchpoints.

100% credit to the last ad clicked before purchase

Example: Clicked Ad A, then Ad B, then purchased → Ad B gets 100% credit

100% credit to the first ad that introduced the customer

Example: Clicked Ad A, then Ad B, then purchased → Ad A gets 100% credit

Equal credit to all touchpoints

Example: Clicked Ad A, then Ad B, then purchased → Each gets 50% credit

More credit to recent touchpoints

Example: Ad A gets 30%, Ad B (more recent) gets 70%