Multi-Touch Attribution
Multi-Touch Attribution is the practice of allocating credit for pipeline and revenue across all the marketing and sales touches a buyer experienced — rather than crediting only the first or last touch.
What is Multi-Touch Attribution?
Multi-Touch Attribution is the more honest cousin of single-touch attribution. B2B buyers touch the brand 10-30 times before purchasing; attributing the win to just the first or last touch hides most of what worked. Common models include linear (equal credit per touch), time-decay (recent touches weighted heavier), U-shaped (first and last weighted heaviest), and algorithmic (machine-learning fit to closed-won patterns). The trade-off is sophistication vs auditability — algorithmic models are most accurate but hardest to explain to a CFO.
Why it matters
- More honest representation of how B2B buying actually works.
- Reveals mid-funnel touches that single-touch attribution hides.
- Algorithmic models surface non-obvious contribution patterns.
Use cases
- Channel-level attribution. Every channel gets weighted credit for influence in won deals.
- Campaign mid-funnel credit. Nurture programs that influence but don't close get credited.
- Sales-marketing alignment. Shared attribution model reduces blame-throwing across teams.
How turgo helps
turgo's Golden Record activity log captures every touch with full context — so any multi-touch model (linear, U-shaped, algorithmic) runs from the same underlying data.
See turgo in action →
