Multi-Touch Attribution

Assigns fractional conversion credit across every tracked touchpoint in an individual user's path, using observed journeys rather than aggregate modeling.

It stitches user-level events across channels and devices, then applies a rule-based or algorithmic model to divide credit along each path. Advertisers want it because it operates at campaign and keyword granularity, which MMM cannot. Its foundation has eroded: cross-site identifiers, app tracking consent, and walled-garden reporting all break the stitching, so paths are increasingly incomplete and credit gets concentrated on the channels that still report cleanly.