Glossary / Multi-touch attribution
What is Multi-touch attribution?
Multi-touch attribution spreads credit for a sale across every marketing touch the customer had, instead of giving it all to the last click.
Most people do not buy on the first visit. They read a post, see a social ad, open an email, then search your name and convert. Multi-touch attribution splits the credit across those touches rather than handing it all to whichever came last.
How you split it is a choice. An even split gives every touch the same share. Position-based models give more to the first and last touch and less to the middle. U-shaped, W-shaped, and time-decay are all names for different splitting rules.
Every version of this is a model, not a measurement. It can only see the touches your tracking captured, which leaves out word of mouth, podcasts, and anything that happened on a device you never saw. Use it to compare channels, not to declare a winner.
In Creaiter
Creaiter's campaign dashboards and Google Analytics integration let you compare channels on one screen instead of one report at a time.
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