RevOps & CRM

Multi-Touch Attribution

Also: MTA

An attribution approach that distributes credit for a conversion across multiple touchpoints in the journey, rather than crediting only the first or last.

Why it matters

B2B buying involves many touches over months, so crediting just one (first or last) misrepresents reality; multi-touch tries to reflect that several interactions contributed.

What good looks like

Sound multi-touch attribution uses a credit model appropriate to your journey, is applied consistently, and is understood to be directional rather than precise.

Related terms

AttributionFirst-Touch vs Last-Touch AttributionAttribution WindowUTM Parameters
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