Multi Channel Conversion Attribution, also known as Cross Channel Attribution, lets you assign a value to each visit prior to a conversion or prior to a sale. By default, Matomo lets you only know the referrer of the last non-direct visit when a conversion happens. However, in reality, multiple channels contribute to a conversion as a visitor often visits a website several times before they convert a goal. By applying different attribution models, you get a better view on which channels actually lead to a conversion. This helps you finding out where to spend your money best when acquiring visitors.