Attribution (marketing)

In marketing, attribution, also known as multi-touch attribution (MTA), is the identification of a set of user actions ("events" or "touchpoints") that contribute to a desired outcome, and then the assignment of a value to each of these events.^[1][2] Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.^[1][2]