— Measurement & tracking

Multi-touch attribution (MTA)

Multi-touch attribution distributes conversion credit across multiple touchpoints in the customer journey, using positional rules (linear, time-decay, U-shaped) or data-driven models.

— In practice

MTA is more honest than last click about journeys having multiple steps, but it can only distribute credit among touches it observes — and cookie loss, cross-device journeys, and walled gardens hide a growing share of them. A sophisticated model over incomplete data produces precise-looking wrong answers.

Use MTA to understand journey shape and channel interplay; use holdout-based incrementality to settle what a channel actually adds.

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