Multi-touch attribution (MTA)

Multi-touch attribution is a method used to evaluate the effectiveness of various marketing touchpoints in influencing a customer’s purchasing decision. This approach assigns credit to multiple interactions across different channels (e.g., email, social media, website visits) throughout the buying journey. By understanding which touchpoints have the most significant impact, businesses can optimize their marketing strategies and allocate resources more effectively.

Related terms

Awareness

Brand

Consideration

Incrementality

Key performance indicator (KPI)

Marketing campaign

Marketing effectiveness

Media

Mix media modeling (MMM)

Return on investment (ROI)

Sales forecasting

Testing

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