How to Build a Multi-Touch Ad Attribution Model That Justifies Your Budget
Single-touch attribution misallocates ad spend. Here's how to build a practical multi-touch model that shows true campaign impact.
B2B buyers interact with 7-12 touchpoints before converting. Single-touch attribution gives all credit to one of those touchpoints and misleads budget allocation. A multi-touch model distributes credit proportionally.
The practical approach uses a position-based model (40% to first touch, 40% to last touch, 20% distributed across middle touches) as a starting point, then calibrates weights using your actual data. This is more accurate than last-click and more practical than full algorithmic attribution.
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We cover the data requirements (touchpoint data from all channels in one place), the model implementation in Google Sheets or a BI tool, the comparison process (run old and new models side by side to see where budget recommendations differ), and how to present multi-touch attribution to leadership in a way that drives action.
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