Multi-Touch Attribution

Splitting conversion credit across several interactions on the path. More honest in theory; in practice limited by what tracking can actually see.

Free · no signup · last reviewed August 29, 2026

The definition

Splitting conversion credit across several interactions on the path. More honest in theory; in practice limited by what tracking can actually see.

Why it matters to an owner

At owner scale, skip the modeling and ask arriving customers 'how did you hear about us?'. The answer is fuzzy but it sees word of mouth, which no pixel does.

Keep going

AttributionDeciding which marketing touch gets credit for a sale. First click, last click, or split a…Last-Touch AttributionCrediting a conversion entirely to the final click before it. Simple, standard, and blind …Dark TrafficVisits whose true source analytics can't see, shared links in texts, DMs, apps, usually mi…

This is the work. Want it done?

Everything here is free to use yourself. That’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.

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