Tracking

Multi-touch attribution (MTA)

Distributing conversion credit across multiple touchpoints.

MTA (multi-touch attribution) splits credit for a conversion across the touchpoints in the user journey. Common models: linear (equal split), time-decay (recent gets more), position-based / U-shaped (40/20/40 to first, middle, last), data-driven / algorithmic (machine-learned weights). Requires unified click-tracking across all paid sources — usually a tracker or a CDP. Hard to do honestly when networks each over-count themselves.

Example

Time-decay MTA: native ad-click 14 days ago = 8%, retargeted display 6 days ago = 22%, branded search yesterday = 70%. Better than last-click but still imperfect.

Related terms

Attribution
Assigning credit for a conversion to the ad touchpoint(s) that drove it.
Last-click attribution
Crediting 100% of a conversion to the most recent ad click.
Tracker
The system that attributes ad clicks to conversions.