What is Multi-Touch Attribution?
Multi-Touch Attribution is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
Multi-touch attribution distributes credit for a conversion across multiple touchpoints in the buyer's journey rather than crediting a single one. Models such as linear, time-decay, and W-shaped weight the touches differently. It gives a fuller, more balanced view of how channels work together to drive revenue, though it is more complex to implement.
Key takeaways
- Splits credit across many journey touchpoints.
- Models include linear, time-decay, and W-shaped.
- More balanced than single-touch models.
- More complex to implement and interpret.
Why it matters
Real buyers interact with many channels before buying. Multi-touch attribution reflects that reality, revealing how channels work together rather than crowning a single first or last touch.
How Ardovo handles it
Ardovo connects the full sequence of touchpoints to closed revenue, so multi-touch models rest on real deal data. Rook can break down how credit distributes across the journey for any segment or campaign.
Frequently asked questions
What are common multi-touch attribution models?
Linear splits credit evenly across all touches, time-decay weights recent touches more, and W-shaped emphasizes the first touch, lead creation, and opportunity creation. Each reflects a different view of the journey.
Is multi-touch attribution better than single-touch?
It is usually more realistic because it reflects the whole journey, but it is also more complex and still involves assumptions. Many teams use it alongside single-touch views for context.