Multi-Touch Attribution
Multi-touch attribution distributes conversion credit across multiple marketing touchpoints and partner interactions that influenced a buyer's decision. It provides a more holistic view than single-touch models.
Multi-touch attribution (MTA) is an attribution methodology that distributes credit for a conversion across all the touchpoints that influenced the buyer's journey, rather than assigning 100% to a single interaction. This approach recognizes that modern purchasing decisions, especially in B2B, involve numerous interactions across channels and partners before a deal closes.
Common multi-touch models include linear (equal credit to all touchpoints), time-decay (more credit to recent touchpoints), U-shaped (heavy credit to first and last touch), and W-shaped (heavy credit to first touch, lead creation, and deal creation moments). Each model offers a different lens on how value is distributed across the journey.
For partnership programs, MTA is particularly important because partners often contribute at multiple stages. An integration partner might drive initial awareness through a marketplace listing, while a referral partner later provides the warm introduction that creates the opportunity. Under a single-touch model, one of these partners receives no credit.
PartnerPulse supports configurable multi-touch attribution models, allowing you to fairly distribute credit and commissions across all partners who influenced a deal, from first touch through close.
Enable multi-touch attribution in PartnerPulse
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Enable multi-touch attribution in PartnerPulseRelated Terms
Attribution
Attribution is the process of identifying which marketing touchpoints or partners contributed to a conversion. Accurate attribution ensures that the right partners receive credit and commission for the deals they influence.
First-Touch Attribution
First-touch attribution gives 100% of the conversion credit to the very first marketing touchpoint or partner interaction that introduced the customer. It highlights which sources are most effective at generating initial awareness.
Revenue Attribution
Revenue attribution is the practice of connecting closed revenue back to the marketing channels, campaigns, and partners that influenced or sourced the deal. It answers the question: where did this revenue come from?
Buyer's Journey
The buyer's journey is the process a prospective customer goes through from initial awareness of a problem to the decision to purchase a solution. Understanding this journey helps partnership teams align partner touchpoints with each stage.