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 …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 …

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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