Multi-touch attribution is a marketing measurement model that evaluates the influence of multiple customer touchpoints on a conversion. Unlike single-touch attribution, which credits only the first or last interaction, this approach assigns value across various engagements, such as social media ads, email campaigns, SEO, and direct website visits. Businesses leverage multi-touch attribution models within CRM systems to optimize marketing spend, refine campaign strategies, and gain a holistic view of customer journeys. By using data-driven attribution analysis, companies can make smarter marketing investments and enhance lead nurturing efforts.