Multi-Touch Attribution - Definition

See "Attribution." Multi-touch attribution models assign credit to several touchpoints (such as clicks) that occur before a sale or conversion, rather than attributing the entire credit to just one point of contact. Examples of these models include linear attribution, which distributes the credit equally across all touchpoints, and time-decay attribution, which gives more credit to touchpoints closer to the conversion. This contrasts with models like last-click or first-click attribution, which assign credit solely to the first or last touchpoint, respectively.