The Ultimate Guide to Multi-Touch Attribution


Customer journeys have become increasingly complex and cross-channel, making it difficult for marketers to know which touchpoints are actually driving conversions. 

While general analytics tools provide first- and last-touch attribution data, this doesn’t provide a full picture of the customer journey (and can lead to incorrect assumptions and optimization decisions). This is why businesses are increasingly investing in multi-touch attribution. 


In this guide you’ll learn:

The different models for multi-touch attribution (linear, U-shape, W-shape, time decay, custom)

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The tools and technology you'll need in your tech stack. 

How to collect, combine, and visualize data to implement multi-touch attribution.