Metrics > Multi-Touch Attribution Score
Multi-Touch Attribution Score
Definition: Assigns value to multiple marketing touchpoints in a customer’s journey before conversion.
Formula: AI-based weighted attribution models (linear, U-shaped, W-shaped, time decay).
Why It Matters:
Ensures accurate marketing spend distribution across all contributing channels.
How to Improve:
- Optimize cross-channel strategies
- Align messaging across channels
- Invest in high-converting touchpoints
Relevant Integrations:
Example Calculation:
If an attribution model credits Facebook Ads with 40% of a sale and Google Search with 60%, marketers know where to increase spend.