Glossary
Multi-Touch Attribution
Crediting a sale across the several touchpoints that contributed to it, rather than only the last.
Also known as: MTA · Multi-touch attribution
Multi-touch attribution (MTA) distributes credit for a conversion across the multiple touchpoints a customer encountered — first touch, mid-funnel, last touch — rather than assigning it all to one.
It is fairer than last-click attribution when several creators influence one purchase, but it needs clean cross-touch data. Creator commerce's first-party signals are the foundation that makes credible multi-touch models possible.