An improvement over last-click that distributes conversion credit across touchpoints rather than awarding it entirely to the final one. The model is only as good as the touchpoints it can observe. Privacy changes have reduced signal significantly, particularly across browsers and devices. MTA gives you a more honest picture than last-click within a walled garden. Across the full customer journey, incrementality testing is still the more reliable answer.
Ad tech glossary
Multi-Touch Attribution (MTA)
Technical definition
A method of attribution that assigns credit to multiple touchpoints along the customer journey rather than just the first or last interaction.
The ADLINGO translation
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