Multi-Channel Attribution vs Multi-Touch Attribution

Multi-channel attribution is the process of assigning conversion credit across multiple marketing channels that contributed to a single player or trader acquisition.

Multi-touch attribution is a measurement approach that distributes conversion credit across multiple affiliate touchpoints in the customer journey, rather than assigning all credit to a single first or last click.

An attribution model is the rule set that determines which affiliate touchpoint receives credit for a conversion, shaping how commissions are assigned.

Data-driven attribution uses statistical modelling across actual conversion path data to assign credit to each touchpoint, rather than applying a fixed rule like first-click or last-click.

Two attribution models that determine which affiliate receives credit for a conversion. First-click credits the partner who initially referred the user, while last-click credits the partner whose link was clicked most recently before conversion.

The practice of assigning conversion credit across marketing channels using models such as first-click, last-click, linear, time-decay, position-based, or data-driven, with direct implications for how affiliates are compensated.

Cross-device tracking is the process of identifying and connecting a single user's activity across multiple devices -- such as mobile, desktop, and tablet -- so that conversions can be attributed accurately regardless of where the final action occurs. It addresses the gap that arises when a user clicks an affiliate link on one device but converts on another.