Multi-Touch Attribution

A marketing measurement approach that assigns credit to multiple touchpoints along the customer journey.

Definition

Multi-touch attribution (MTA) recognizes that B2B purchases involve many interactions before conversion. Unlike single-touch models (first or last touch only), MTA distributes credit across touchpoints. Common models include linear (equal credit), time-decay (more credit to recent touches), and W-shaped (emphasizing key milestones).

Why It Matters

B2B journeys are complex—a deal might involve 20+ touchpoints. Single-touch attribution over-credits one interaction and ignores others. MTA provides a more accurate picture of which channels and campaigns actually contribute to revenue.

Examples

Linear: Equal credit to all touchpoints
Time-decay: More credit to recent interactions
Position-based: 40% to first/last, 20% to middle
W-shaped: Credit to FT, LC, and Opportunity creation

How Bullseye Helps

Bullseye reveals touchpoints that traditional attribution misses: anonymous website visits. When you identify a visitor before they submit a form, you capture early research visits that would otherwise be invisible in your attribution model.

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