MTA (Multi-Touch Attribution)
01 Definition
MTA (Multi-Touch Attribution) meaning: A model that distributes conversion credit across multiple recorded interactions.
Multi-touch attribution uses rules or statistical models to assign portions of an outcome to several touchpoints in a customer journey.
Why it matters
How MTA (Multi-Touch Attribution) fits the work
It attempts to represent contribution beyond only the first or final interaction.
In context
The model split credit among the webinar email and paid search click.
Practical note
Cross-device behavior walled gardens offline influence and consent gaps make a complete path difficult to observe.