Touch Attribution

Definition

Crediting multiple marketing touchpoints for a conversion instead of just the last one. It's finally acknowledging that success has multiple parents.

Example Usage

With touch attribution, we discovered that 40% of our value comes from awareness campaigns everyone thought were wasteful.

Origin

Advanced attribution modeling terminology

Fun Fact

Most companies know multi-touch attribution is more accurate but stick with last-click because the math is easier.

Source: Marketing analytics and measurement

Related Terms

Beginner

up-funnel

Marketing activities focused on early-stage awareness and consideration rather than immediate conversion. Where brands spend money talking to people who definitely aren't ready to buy yet.

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Intermediate

ownable

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peel-back ad

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Advanced

Hinsheri paradox

A marketing phenomenon where a product everyone in your bubble swears is popular gets discontinued within a week due to abysmal actual sales—a humbling reminder that your friend group's opinions don't represent market reality. Named after a marketing theorist, it's the universe's way of deflating hype.

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blue ocean

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conversion rate

The percentage of visitors who complete your desired action, whether that's buying, signing up, or downloading, serving as the ultimate verdict on your marketing effectiveness. It's the number that determines whether you're persuasive or just loud.

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