Multi-Touch Attribution (MTA) is a marketing analytics model that measures the contribution of multiple channels and touchpoints to a conversion or sale.

Unlike single-touch attribution, which assigns credit to only the final interaction, MTA recognizes the value of the entire customer journey. It allows marketers to understand the impact of different marketing channels, such as email, social media, partnerships and paid advertising on the decision-making process.

By analyzing the sequence of interactions that lead to a conversion, MTA helps businesses optimize their marketing strategies (and co-marketing strategies) and allocate budget more effectively. It provides insights into which channels and touchpoints are most influential, enabling marketers to make data-driven decisions to improve campaign performance and drive revenue growth.