Measurement
Multi-touch attribution
A way of measuring ads that splits the credit for a conversion across several of the ads a person saw or clicked on the way.
What it is
The split follows a rule, such as equal shares or more credit to the latest touches, or a model fitted to the data.
Why it matters
For lead generation and e-commerceIt gives a fuller picture than last click for long journeys, such as B2B deals with many touches.
In practice
It needs touch data joined across channels, usually through analytics or a CRM.
A common mistake
It counts just the touches it can see. Privacy limits and ads seen but never clicked leave gaps, so it describes who was present, not what caused the sale.