Ever wondered if all those small touchpoints in a customer’s journey really make a difference?

For years, we’ve been sticking with last-click attribution. It’s simple—credit goes to the last click before a purchase. But in today’s world, where customers bounce from Instagram ads to blog posts to Google searches, relying on a single click to tell the story just doesn’t add up.

Many companies still count only last-click attribution. But marketing has evolved, and it’s time for a fairer way to measure the true value channels bring.

Enter Multi-Touch Attribution. This approach gives credit to every interaction that nudges a customer closer to making a purchase. So, what does this mean for traffic sources in general? It’s a game-changer. Multi-touch attribution allows early touchpoints—the ones that spark curiosity and build intent—to receive their share of credit. For advertisers, the benefits are just as powerful. Multi-touch attribution paints a complete picture: showing which channels raise awareness, drive interest, and ultimately lead to conversions. With this clarity, brands can refine their strategies, track ROI more accurately, and—bonus 💰—reward partners who actively shape the customer journey.

Moving to multi-touch attribution isn’t just a technical update; it’s about making marketing fairer and more effective for everyone involved.