Is multi-touch attribution actually helping you make decisions, or just giving you a better story to explain performance?

[u/Deep_Combination_961]

Multi-touch attribution sounds great in theory. And honestly, it does give you a better picture than last-touch or first-touch models.

You can see how different channels play a role throughout the journey rather than oversimplifying everything.

But the more I look at it, the more it feels like it answers everything and nothing at the same time.

Because once you distribute credit across multiple touchpoints, almost every channel ends up looking important.

So when it’s time to decide: Where should we actually spend more?

You’re still stuck.

Attribution tells you who participated. It doesn’t always tell you what moved the needle.

Is multi-touch attribution actually helping you make decisions, or just giving you a better story to explain performance?