Multi-touch attribution

How it works

The MMP gathers every touchpoint it holds for a person inside the window. A rule then divides the credit. Common rules are:

• Linear: every touchpoint gets an equal share.
• Time decay: later touchpoints get more.
• Position-based: the first and last get the most, the middle shares the rest.

In mobile reporting, the simplest form is the assist. The last touch still wins the install, and the earlier touchpoints are listed beside it as contributors.

When it matters

It matters once you run several channels that reach the same people. A video channel may rarely get the final click yet appear early in many paths. Under last-touch attribution it looks expensive. A multi-touch view shows how often it helped.

It matters less with one or two channels, where there is little overlap to untangle.

How it relates to attribution

Multi-touch is a reporting lens. Billing and postbacks still need one owner per install, so last-touch stays the operating model. Multi-touch also depends on a complete path, and on mobile the path has gaps: views that were never reported, and iOS users who cannot be followed across apps, as measuring without the IDFA explains.

Check your plan before you count on it. Airbridge lists multi-touch and touchpoint reports under its Growth plan, and they are not part of Core.^[1]