Multi-touch attribution is a marketing measurement technique that takes all of the touchpoints on the consumer journey into consideration and assigns fractional credit to each so that a marketer can see how much influence each channel has on a sale. It is a method of attributing credit for a conversion to one or more touchpoints in the customers journey. Multi-touch attribution offers a more sophisticated alternative to traditional, rules-based attribution approaches, such as first- and last-touch, which give all of the credit to the first or last marketing touchpoint before the consumer converts through a purchase, download, or any other event. By algorithmically allocating credit to every element of every touchpoint in the consumer journey, across marketing and advertising channels and tactics, according to its influence on driving a conversion event, multi-touch attribution eliminates biases and provides a more complete understanding of the customer journey. Multi-touch attribution models help marketers optimize marketing spend and budget allocation, and adapt their marketing strategies to provide the best customer experience at every step.