Multi-Touch Attribution is a marketing measurement approach that evaluates the effectiveness of various touchpoints in a customer's journey before making a purchase. Instead of crediting only the last interaction, it assigns value to all interactions, such as social media ads, email campaigns, and website visits, that contribute to the final decision. This method helps businesses understand which channels are most influential in driving conversions. By analyzing data from multiple sources, companies can optimize their marketing strategies, allocate budgets more effectively, and improve overall customer engagement, leading to better return on investment (ROI).