Multi-Touch Attribution in eCommerce: What’s Working, What’s Dead, and How to Fix It

Last-click isn’t the enemy, but it’s not enough. In this episode, Brad Redding sits down with Fei Wang (Source Medium) and Jacob Rokeach (Fluency Firm) to unpack what multi-touch attribution (MTA) really looks like in 2025.

Learn how AI is changing customer journeys, why most brands still don’t trust their data, and how performance marketers can build lean, accurate attribution systems without enterprise tools. Whether you’re scaling Meta, testing TikTok Shop, or experimenting with CTV—this one’s for you.

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We release new episodes every week that go deep into the world of tracking, analytics, and conversion optimization.

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And if you’re new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!

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Previous episodes you might like:

100K/spend day myths with Nigel Thomas

Signal Loss — what it is and how it impacts marketers

How to double conversion rate in 100 days with Ben Zettler