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Multi-touch attribution
A family of rules for splitting credit for a sale across every digital touchpoint a customer interacted with — not just the last one.
Example
A customer sees a display ad, clicks a social ad three days later, then searches for the brand and buys. MTA decides how much of that sale each of the three touchpoints gets credited for.
Why marketers care
It's usually the first alternative teams reach for once they stop trusting last-click reporting, since it at least acknowledges the touchpoints that came before the final click.