Multi-Touch Attribution Distributes Credit Across Multiple Ad Interactions
· 1h ago · Originally reported by PPC Land
Multi-touch attribution is a method that assigns value to each ad a person interacts with before making a purchase or becoming a lead. Unlike last-click attribution, it recognizes the influence of multiple ads in the customer journey.
Why it matters
Understanding how different ads contribute to a sale helps marketers optimize their campaigns and budgets more effectively. This approach provides a clearer picture of what really drives conversions.
Explain it like I’m new here
It's like giving every player on a soccer team some credit for a goal, not just the one who scored.
Terms in this story
Multi-touch attribution (MTA)
Multi-touch attribution (MTA) splits credit for a conversion across several ads and touchpoints a customer encountered, using rules or statistical models, instead of giving it all to one.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Last-click attribution
Last-click attribution gives 100% of the credit for a conversion to the final ad a customer clicked before converting, ignoring every earlier ad or touchpoint.
Go deeper
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