Glossary
What is Multi-Touch Attribution (MTA) ?
Multi-touch attribution distributes conversion credit across all the ad interactions a user had before converting, rather than giving 100% credit to the last click.
Overview
Multi-Touch Attribution (MTA): Definition & Meaning | Segwise Glossary
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Overview
Multi-touch attribution distributes conversion credit across all the ad interactions a user had before converting, rather than giving 100% credit to the last click.
Multi-Touch Attribution (MTA) : Full Definition Multi-touch attribution (MTA) recognizes that users often interact with multiple ads across multiple channels before installing an app or making a purchase.
Instead of crediting only the final touchpoint (last-click attribution), MTA distributes credit across all the ad interactions in the conversion path.
MTA is significantly harder to implement than last-click attribution because it requires tracking users across multiple ad interactions, which depends on persistent identifiers.
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