Fractional attribution, also referred to as multi-touch attribution, is a methodology in attribution modeling that acknowledges the contribution of multiple touchpoints to a conversion, such as an app installation. Unlike single-source attribution models like first or last click, which attribute all credit to a single touchpoint, fractional attribution distributes credit among various interactions along the user’s journey. This approach recognizes the influence of each touchpoint, providing a more comprehensive understanding of the customer’s path to conversion. Despite its benefits, fractional attribution faces challenges in accurately measuring and attributing touchpoints, particularly in light of privacy regulations like SKAdNetwork, which limit access to user data.