What is Attribute and multi-touch Attribute

[AKASH_PAUL1]

Hi Marketo experts,

Can you brief me what is attribute and multi-touch attribute here's the below snip.

[Sant_Singh_Rath]

As Dan mentioned acquisition program is actually the first program (Campaign name) which was responsible for any particular lead. Now the point is how/why acquisition program is required and should be tagged with every leads? My reasons are listed below:

1. It help you find out Total New member through your particular marketo program
2. You can identify the first entry point for any lead through acquisition program

Hope this helps!

[Dan_Stevens_ · Accepted solution]

Acquisition Program in the program that was responsible for bringing a person into your Marketo DB (it's actually the first program where the person became a member).  Once defined, it's set for good - and is aligned to a first-touch attribution model.

Understanding Attribution - Marketo Docs - Product Documentation