Multi-touch attribution (MTA)
Multi-touch attribution distributes conversion credit across multiple touchpoints in the customer journey, using positional rules (linear, time-decay, U-shaped) or data-driven models.
MTA is more honest than last click about journeys having multiple steps, but it can only distribute credit among touches it observes — and cookie loss, cross-device journeys, and walled gardens hide a growing share of them. A sophisticated model over incomplete data produces precise-looking wrong answers.
Use MTA to understand journey shape and channel interplay; use holdout-based incrementality to settle what a channel actually adds.
Knowing what Multi-touch attribution (MTA) means isn’t the edge.
Knowing what it’s doing to live accounts right now is. Operator notes from $200M+ in managed spend — sent when we find something worth your time.
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