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Multi-Touch Attribution in Marketing Intelligence
Multi-Touch Attribution (MTA) in Marketing Intelligence shows how each engagement contributes to conversions across your marketing efforts. MTA connects first-party and third-party interactions across email, SMS, social, search, and other channels to help you understand the true impact of your campaigns.
Unlike single-touch models that assign all credit to one interaction, MTA evaluates the entire customer journey by using a global attribution approach. You define a single conversion event, and MTA distributes credit across a wide range of engagement signals without requiring a strict or sequential funnel. Use attribution dashboards to identify high-impact paths, compare channel performance, and make informed budget decisions.
Attribution Terms and Definitions in Marketing Intelligence
- Engagement Signal
- A tracked interaction such as an email open, SMS reply, website visit, or ad click, that a user has with your brand before you convert them.
- Conversion Metric
- The metric that represents or quantifies the conversion event for reporting and analysis. For example, total purchases, leads generated, or newsletter sign-ups.
- Conversion Event
- The single, defined outcome in the customer journey that attribution evaluates. For example, completing a checkout, submitting a contact form, or subscribing to a newsletter.
- Attribution Model
- The logic used to distribute conversion credit across engagement signals. For example, Linear or Time decay.
- Lookback Window
- The period before a conversion that counts toward attribution. For example, with a 30-day sales cycle, only interactions from the prior 30 days count.
- Anchor Campaign
- A parent campaign that aggregates engagement signals across channels for campaign-level attribution analysis.
How Attribution Tracks the Customer Journey
Signals and metrics determine which interactions along the customer journey qualify for attribution and which of those events counts as a successful outcome.
For example, a user clicks a Meta ad, visits your website, and then buys a product. The ad click and website visit are engagement signals. The purchase event is the conversion signal, and associated values such as revenue are conversion metrics.
MTA only tracks engagement signals when they occur within your configured lookback window and resulted in a conversion.
- Supported Multi-Touch Attribution Models
Multi-Touch Attribution (MTA) offers several default models that analyze channel contribution. Select a model based on your specific business strategy. - Configure a Multi-Touch Attribution
Configure how engagement signals distribute conversion credit to evaluate the customer journey.
