What does MTA measure?

Multi-touch attribution (MTA) measures the impact and value of multiple marketing touchpoints throughout a customer's journey to conversion. Specifically, MTA:

1. Assesses the significance of each touchpoint on a user's path to conversion. It analyzes how various interactions across different channels contribute to the final conversion event.

   
   

2. Assigns fractional credit to each touchpoint based on its influence in driving the conversion. This allows marketers to understand the relative importance of different marketing efforts.

   
   

3. Evaluates the effectiveness of various marketing channels and tactics in the overall customer journey. It provides insights into which touchpoints are most influential at different stages.

   
   

4. Analyzes user-level data across addressable channels like direct mail, online display ads, and paid search to calculate the impact of each touchpoint.

   
   

5. Provides granular insights into customer behavior and the performance of different marketing initiatives.

   
   

By measuring these aspects, MTA helps marketers understand the complex customer journey, optimize their marketing strategies, allocate budgets more effectively, and improve overall marketing performance.