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Multi-Touch Attribution

Distributing credit across multiple touchpoints in the conversion path.

Related Terms in Tracking

Pixel
Code snippet on website tracking user actions. Essential for conversion tracking.
UTM Parameters
URL tags (source, medium, campaign) enabling analytics tracking.
Attribution
Identifying which touchpoints drove conversion. Models: last-click, linear, data-driven.
CAPI
Conversions API. Server-side tracking bypassing browser limitations.
MMM
Marketing Mix Modeling. Statistical analysis of channel impact on outcomes.
Incrementality
Measuring true causal ad impact via test vs control groups.
SKAdNetwork
Apple's privacy attribution for iOS. Limited, delayed conversion data.
Server-Side Tracking
Data sent from server to platforms, not browser. More reliable.

METRIX — Advertising Intelligence Platform