Question

In a multi-touch attribution model, how is conversion credit typically distributed across different touchpoints in the customer journey?

Accepted Answer

In a multi-touch attribution model, conversion credit is distributed across various touchpoints within the customer journey based on a predefined set of rules. This approach recognizes that multiple interactions contribute to a conversion, unlike single-touch models that attribute all credit to only one touchpoint. Different multi-touch models assign credit differently. A linear model gives equal credit to each touchpoint. For example, if a customer clicked on three ads before converting, each ad would receive 33.3% of the credit. A time decay model gives more credit to touchpoints closer to the conversion, assuming these interactions had a greater influence. A position-based model (also known as U-shaped) gives a fixed percentage of credit to the first and last touchpoints, with the remaining credit distributed among the middle touchpoints. For example, the first and last clicks might each receive 40% of the credit, and the remaining 20% is split among the interactions in between. These models aim to provide a more accurate understanding of which marketing efforts are most effective at driving conversions compared to single-touch attribution.

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In a multi-touch attribution model, how is conversion credit typically distributed across different touchpoints in the customer journey?