Multi-Touch Attribution

Multi-Touch Attribution is a marketing measurement model that credits multiple touchpoints in the buyer journey for a conversion, rather than giving all the credit to the first or last interaction. It provides a more nuanced view of how marketing efforts collectively drive results.

This approach helps SaaS marketers better allocate budget and prioritize high-impact activities across awareness, engagement, and conversion stages.

Example:

A lead first reads a blog post, then attends a webinar, and finally books a demo via a retargeting ad. In multi-touch attribution, each of these interactions receives partial credit for the conversion.