Multi-touch attribution (MTA) is a method used to evaluate the effectiveness of different marketing channels by attributing varying levels of credit to each touchpoint in a customer's journey towards conversion. This approach recognizes that customers often interact with multiple marketing channels before making a purchase, allowing businesses to understand which channels are most influential in driving conversions. MTA helps marketers optimize their media strategies and budgets based on a more accurate picture of how various touchpoints contribute to achieving business objectives.
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