Skip to content
~/reflective_data

analytics-dictionary / term / tracking & measurement

Multi-touch attribution

Multi-touch attribution spreads credit for a conversion across several touchpoints in the customer journey.

Written by Reflective Data experts · updated Oct 5, 2026

Linear, time-decay and position-based models use fixed rules; data-driven models learn weights from paths. It gives a fuller picture than last click, but only for trackable touchpoints.

Walled gardens, privacy limits and offline channels all leave gaps, which is why many teams combine it with marketing mix modelling.

related

AttributionData-driven attributionMarketing mix modeling (MMM)

// how we can help

Need tracking you can trust? We implement and audit analytics across GA4, Adobe, Mixpanel and more. Analytics & tracking services → · Audits

more in tracking & measurement

churn-rate.md

Churn rate

Churn rate is the percentage of customers or users who stop using a product or cancel…
parameter.md

Event parameter

A parameter is an extra piece of information attached to an event, such as a product…
consent-mode.md

Consent Mode

Consent Mode lets Google tags adjust their behaviour based on whether a visitor has given consent…
server-side-tagging.md

Server-side tagging

Server-side tagging sends data from the browser to a server you control, which then forwards it…
offline-conversions.md

Offline conversions

Offline conversions are sales or leads that happen outside your website, such as phone orders or…
enhanced-measurement.md

Enhanced measurement

Enhanced measurement is a GA4 option that automatically records common interactions such as scrolls, outbound clicks,…

← full analytics dictionary