Multi-Touch Attribution Archives -

CPG, General, Marketing Measurement, Multi-Touch Attribution

Multi-Touch Attribution Models

Kaytics Analytics / April 25, 2025

When it comes to implementing multi-touch attribution (MTA), marketers have access to various models designed to allocate credit to different touchpoints within customer journeys. Each model offers unique strengths and weaknesses, and understanding these nuances is essential for making informed decisions. But not every model fits every scenario, so marketers must carefully evaluate their options. […]

Multi Touch Attribution

Figure 1.0 Understanding, Benefits, and Strategies MTAis a powerful strategy that helps marketers understand the entire customer journey by assigning credit to each touchpoint the consumer encounters before making a purchase or conversion. Unlike single-touch attribution models that give credit to only one point of interaction, MTA considers multiple interactions across several channels and platforms.