Multi-Touch Attribution (MTA) is a marketing analytics approach that assigns value to various touchpoints or interactions a consumer has with a brand before making a purchase or taking a desired action.
Unlike single-touch attribution models, which credit one touchpoint, MTA acknowledges the complexity of customer journeys in today’s multi-channel world.
It tracks and evaluates all touchpoints across online and offline channels, such as website visits, social media engagement, email clicks, and more, to determine each touchpoint’s influence on conversion.
MTA provides deeper insights into the customer’s path to conversion, aiding marketers in optimizing their strategies and allocating resources effectively for better results.
