What are some benefits of MTA?

Benefits of people-based multi-touch attribution (MTA)

Helps you understand the cross-device, people-based path to conversion

Provides actionable data for more efficient allocation of media spend

Can analyze and compare publishers, campaigns, and cross-device performance

Demonstrates the limits of only using a last touch model

Shows what's working and what isn't among marketing channels

Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.