Multi-Touch Attribution (MTA)
Distributing credit for a conversion across all marketing touchpoints in the customer journey.
Multi-Touch Attribution (MTA) distributes credit for a conversion across all the marketing touchpoints that contributed to the customer journey, rather than crediting only the first or last touch. Common MTA models include linear (equal credit), time-decay (recent touches weight more), position-based (40/20/40 split), and data-driven (algorithmic, using probabilistic models). MTA requires user-level tracking and is increasingly limited by privacy regulations, ITP/cookie restrictions, and platform walled gardens. Empire325 builds hybrid measurement stacks combining MTA for tactical optimization with MMM and incrementality for strategic budget decisions.
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