How should we implement practical multi-touch attribution for an e-commerce brand?

[Frank_M]

I manage marketing for a small e-commerce brand and I'm struggling with marketing attribution, as our customers often interact with multiple ads and organic content before purchasing, making last-click attribution useless. We use a basic analytics setup but I know we're likely overvaluing some channels and missing others. For marketers who have implemented a more sophisticated model, what practical steps did you take first—like setting up UTMs and defining a time window—and which multi-touch attribution model have you found most actionable for actually optimizing spend across social, search, and email?