Multi-touch Attribution

Definition

Giving credit for a conversion to multiple marketing touchpoints rather than just the last click. It's acknowledging that marketing is a journey, not a moment.

Example Usage

Our multi-touch model credits the Facebook awareness ad (40%), email nurture (35%), and Google search (25%) for the conversion.

Origin

Analytics evolution, popularized as third-party cookies became less reliable

Fun Fact

No multi-touch model is 'correct'—time-decay, linear, position-based all produce different results, which is why budgeting disagreements exist

Source: Advanced Analytics & Measurement

Related Terms

Beginner

engagement rate

The percentage of your audience that actually interacts with your content, serving as a ruthless reality check on how much people care about your brand's musings. It's the difference between shouting into the void and having an actual conversation.

📣 Marketing / Advertising

Beginner

search engine marketing

Paid advertising on search engines, primarily Google, where you bid on keywords to appear when people search for things. It's the practice of paying to skip the line in search results, assuming you can outbid your competitors.

📣 Marketing / Advertising

Intermediate

always-on marketing

A continuous marketing approach that maintains constant brand presence rather than campaign bursts, like keeping the lights on instead of throwing occasional raves. The marathon runner's philosophy applied to advertising spend.

📣 Marketing / Advertising

Advanced

Cognitive bias

Those mental shortcuts our brains take that advertisers ruthlessly exploit—confirmation bias, anchoring, sunk cost fallacy—basically why marketing works despite being ridiculous.

📣 Marketing / Advertising

Intermediate

attribute

In marketing analytics, the act of giving credit to specific touchpoints in a customer's journey for making them finally open their wallet. It's like trying to determine which of your 47 advertisements actually convinced someone to buy, except everyone on your team has a different answer. Attribution modeling is where data science meets office politics.

📣 Marketing / Advertising

Intermediate

trickling

In marketing, the much-hyped 'trickle-down effect'—the theory that benefits bestowed upon the wealthy will eventually drip down to the poor, despite all evidence suggesting they mostly just pool at the top. Also, literal trickling of fluids.

📣 Marketing / Advertising

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