Multi-Touch Attribution (MTA)
Distributes credit across multiple touches, weighted by position or data-driven model.
Last updated: 2026-05-04
Definition
MTA improves on last-click by recognizing that conversions are usually preceded by multiple touches. Position-based (40-20-20-20-40, U-shaped) is the simplest improvement; data-driven attribution (DDA) uses an algorithm to assign weights based on incremental lift. MTA depends on cross-channel user-level tracking — increasingly unavailable due to iOS 14.5+, GDPR, and third-party cookie deprecation.
How it applies in India
No India-specific behavior.
Related terms
- AttributionThe process of assigning credit for a conversion to one or more marketing touches.
- Last-Click Attribution100% credit to the final marketing touch before conversion.
- Marketing Mix Modeling (MMM)A statistical method that quantifies how each marketing channel contributes to a sales outcome over time, using historical spend + revenue + exogenous variables.
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