Multi-touch attribution

Multi-touch models divide a conversion between the touches before it. The common ones:

• Linear: equal shares.
• Position-based: usually 40 percent to the first touch, 40 to the last, 20 split across the middle.
• Time decay: more credit to touches closer to the sale.
• Data-driven: shares learned from converting and non-converting paths.

All of them can only split credit between touches the tool recorded. Ad views, cross-device journeys and offline touches are usually missing. See attribution models explained for one path worked through each model.