Multi Touch Attribution is a marketing strategy that aims to accurately measure the impact of multiple touchpoints on a customer’s journey towards a conversion or sale. It takes into account all the touchpoints a customer interacts with, such as ads, emails, social media, and website visits, and assigns credit to each touchpoint based on its contribution to the final conversion. This approach provides a more comprehensive understanding of the customer’s behavior and allows businesses to optimize their marketing efforts for better results. Unlike traditional single touch attribution models, multi touch attribution recognizes the complex nature of customer journeys and provides a more holistic view of the customer’s path to purchase.