Multi-Touch Attribution

**Multi-Touch Attribution**

Multi-Touch Attribution is a marketing measurement approach that evaluates the effectiveness of various touchpoints a consumer interacts with throughout their buying journey. Unlike single-touch attribution models, which credit a single interaction (such as the first or last touchpoint) with the entirety of a conversion, multi-touch attribution assigns a fractional value to each touchpoint based on its influence on the final decision. This method aims to provide a more comprehensive understanding of how different marketing channels—such as email, social media, paid search, and organic search—contribute to the overall conversion process.

**Key Components:**
1. **Touchpoints:** Any interaction or exposure a consumer has with a brand, such as emails, social media posts

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