I am working on Program Opportunity Analysis report in RCE and noticed First and Multi Touch Attributions. Based on the articles provided in community I understand that the FT attribution is for acquisition of a lead and MT is attributed after the lead is acquired till an opportunity is created.
I would like to know what is FT opportunit won, revenue won etc.. when FT is an attribution only for acquisition"?
Acquisition-related measures are labeled FT, for first-touch attribution. Acquisition-related measures give credit to the program through which a lead’s contact information – especially the all-important email address – are first obtained
Success-related measures are labeled MT, for . Success-related measures give credit to all the programs which contribute to a lead’s progress toward a purchase. Using multi-touch attribution reflects the cumulative nature of sales success. A lead does have to achieve success in a program for success credit to be awarded.
This other article is a lot longer but it goes into specifics on how it works.