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Multi-Touch Attribution (MTA) collects cookie-level data for trackable addressable media and conversion events in order to determine the impact of each trackable event on the conversion path at the customer level. By summing the impact of each trackable addressable media on each customers’ likelihood to convert, MTA quantifies the total media channel lift provided by all said trackable addressable media. MTA does not account for the impact of non-addressable media, and furthermore much addressable media is either non-trackable or lost due to the innumerable challenges tracking data at the user level.