---
schema_version: "1"
id: 064c166122eeb5018cd4d41ce718c5f0fead67903c28cf972b07bfd303b7f70f
title: Supported Multi-Touch Attribution Models
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_mi_mta_models.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_mi_mta_models.htm&release=264.0.0&type=5
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content_type: documentation
content_hash: d6c2202ba9db1a2231a18f20221707c2e14cb798bb01d5ef6fdd6d6a41be1d16
description: Multi-Touch Attribution (MTA) offers several default models that analyze channel contribution. Select a model based on your specific business strategy.
products:
  - Marketing
  - Marketing Cloud Intelligence
  - Marketing Cloud Next
release: "264"
---
# Supported Multi-Touch Attribution Models

Multi-Touch Attribution (MTA) offers several default models that analyze channel contribution. Select a model based on your specific business strategy.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:25%">
          <col style="width:25%">
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        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d6664e40"><strong>Model Name</strong></th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d6664e44"><strong>Best For</strong></th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d6664e48"><strong>How It Works</strong></th>
            <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" id="d6664e52"><strong>Example</strong></th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>First Touch</strong></td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Analyzing top-of-funnel brand awareness drivers</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Assigns 100% credit to the first interaction in the lookback window</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong>Journey:</strong> Email → Google Ads → Conversion</p>
              <p style="margin-bottom:0;"><strong>Credit:</strong> Email =
                100%.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>Last Touch</strong></td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Optimizing bottom-of-funnel performance and immediate conversion drivers</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Assigns 100% credit to the final interaction before conversion</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong>Journey:</strong> Email → Google Ads → Conversion</p>
              <p style="margin-bottom:0;"><strong>Credit:</strong> Google Ads =
                100%</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>Linear Regression</strong></td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Weighting every interaction in the customer lifecycle evenly</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Distributes credit equally across every touchpoint in the journey</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong>Journey:</strong> Email → Google Ads → Instagram → Conversion</p>
              <p style="margin-bottom:0;"><strong>Credit:</strong> Each
                touchpoint ≈ 33%</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>Time Decay</strong></td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Strategies that give more weight to recent interactions when attributing a
              sale</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Assigns credit based on recency. Touchpoints closer to the conversion get more
              weight</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong>Journey (Time-decay 7 days): </strong>Email (3 days before) → Google Ads (1 day
                before) → Conversion</p>
              <p style="margin-bottom:0;"><strong>Credit: </strong>Google Ads receives more credit than the email,
                because it’s closer to the conversion</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>U-Shape</strong></td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Emphasizing both the initial discovery and the final close, while acknowledging
              mid-funnel nurturing</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Allocates 40% to the first touch and 40% to the last touch. Splitting the remaining
              20% equally among middle interactions</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong>Journey:</strong> Email → Meta Ads → LinkedIn Ads → Google Ads →
                Conversion</p>
              <p style="margin-bottom:0;"><strong>Credit: </strong>Email: 40%Meta Ads: 10%LinkedIn Ads: 10%Google Ads:
                40%</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>W-Shape</strong></td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Emphasizing key milestones in the customer journey, such as first interaction, lead
              creation, and final conversion</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Allocates more credit to the first touch, the lead creation touch, and the last touch.
              Splits the remaining credit equally among other interactions</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong class="uicontrol">Journey</strong>: Email → Meta Ads → Webinar → Google Ads →
                Conversion</p>
              <p style="margin-bottom:0;"><strong class="uicontrol">Credit</strong>: Email: 30%, Webinar: 30%, Google Ads: 30%, Meta Ads: 10%
              </p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Model Name" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e40 "><strong>Custom Weights</strong>
            </td>

            <td data-label="Best For" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e44 ">Customizing attribution credit based on your organization’s business strategy</td>

            <td data-label="How It Works" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e48 ">Lets you assign a custom percentage weight to each selected engagement signal. The
              total allocation must equal 100%</td>

            <td data-label="Example" class="slds-cell-wrap" style="text-align:left;vertical-align:top;" headers="d6664e52 ">
              <p><strong class="uicontrol">Journey:</strong> Web View → Ad View → Ad Click →
                Conversion</p>
              <p style="margin-bottom:0;"><strong class="uicontrol">Credit:</strong> Web View: 20%, Ad View: 40%, Ad Click:
                40%</p>
            </td>

          </tr>
        </tbody>
      </table>