Multi-touch attribution is a method of attributing the value or credit for a sale or conversion to multiple marketing channels or touchpoints. In the context of online advertising, multi-touch attribution involves assigning a portion of the credit for a conversion to each of the channels or touchpoints that were involved in the customer's journey from discovery to purchase. Multi-touch attribution is an important concept in digital marketing, as it provides a more accurate and holistic view of the customer journey, and can help advertisers to understand the relative value and impact of different channels and touchpoints on their business. Multi-touch attribution can also be useful for optimizing advertising campaigns, as it can provide insights into the most effective channels and tactics for driving conversions and revenue.