Multi-touch attribution

Multi-touch attribution matters for events because events are rarely the only touch in a B2B deal — but they're often the heaviest one, and single-touch models systematically undervalue them. In a multi-touch view, a closed deal's value is split across the interactions that preceded it. How it's split depends on the model: linear gives every touch an equal share; time-decay weights recent touches more; U-shaped concentrates credit on the first touch and the conversion point; W-shaped adds weight at opportunity creation. Under most of these, a trade show meeting that occurred mid-journey finally gets credit that a last-touch model would hand entirely to the closing demo. The practical requirement is data: multi-touch only works if event interactions are actually logged in the CRM as touches, with dates, against the right contacts and accounts — which loops back to disciplined lead capture and campaign tagging. The honest nuance is that every model's weights are chosen, not discovered; multi-touch produces more defensible numbers than last-touch, not objective truth, and two reasonable models can rank your channels differently. The common mistake is debating models for months instead of picking one. Choose a model, apply it consistently across quarters, and use it for comparisons and trends rather than treating any single dollar figure as gospel.