🎛️ It's time to let go of multi-touch attribution

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Plus, Homegrown martech tools are making a comeback and CFOs want more than brand vibes

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Jun 23, 2025

Cause and effect are the holy grail of marketing. Figure out what got someone to make a purchase, and you’ve got the whole problem licked. Marketers know the “what” is usually many things — an ad, a recommendation, earned media and much more.

Multi-touch attribution systems were supposed to tell us what went into the “what.” MarTech contributor Tom Leonard explains why they don’t and what you need to use instead.

Constantine von Hoffman
Managing Editor

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What they're saying

“Multi-touch attribution overpromises and underdelivers. The sooner marketing leaders accept that attribution cannot solve the question of incremental impact, the sooner they can invest in measurement approaches that drive better business outcomes and let them build marketing programs that are profit centers.” – Tom Leonard in It’s time to move on from multi-touch attribution. “With every marketing dollar under scrutiny, the ability to measure brand’s impact is a strategic edge. By choosing the proper methods, aligning with business goals and investing in analytics, you can move beyond gut feel — proving brand value and securing long-term investment.” – Matt Wakeman in CFOs want hard numbers, not brand vibes.